In their newest Big Game spot, Michelob ULTRA, lives up to being the superior light beer synonymous with active living and social connections. The beer brand returns to the Super Bowl stage with a new campaign that champions the harmony between an active lifestyle and social interactions.
In a picturesque South Florida beach setting, Michelob ULTRA’s latest 60-second spot titled “Superior Beach” brings together global soccer phenomenon Lionel Messi, Emmy award-winning actor Jason Sudeikis, and Hall of Fame quarterback Dan Marino in their first-ever Super Bowl commercial appearance.
Directed by Adam Berg and created by Wieden + Kennedy New York, the advertisement captures the essence of camaraderie and spontaneity found in embracing both physical activity and social gatherings, all while enjoying a refreshing beer.
The spot showcases the trio engaging in an impromptu game of pick-up beach soccer, emphasizing that whether legendary or everyday athletes, individuals need not compromise between staying active and enjoying social moments. Watch below:
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Ricardo Marques, Vice President of Marketing at Michelob ULTRA, expressed excitement about the collaboration, stating, “We’re thrilled to partner with one of the greatest athletes of all time on one of the biggest stages in sports for a campaign that perfectly aligns with our brand’s point of view.”
Continuing its commitment to sports and social occasions, Michelob ULTRA’s Super Bowl campaign signifies the brand’s ongoing partnership with Lionel Messi and its investment in soccer, notably as the Official Global Beer Sponsor of Copa América USA 2024.
In conjunction with the Super Bowl festivities, Michelob ULTRA presents the Michelob ULTRA Country Club powered by TCL at Topgolf in Las Vegas. On February 10, guests can experience a night of entertainment, sports, and culture featuring performances by Lil Wayne, T-Pain, and Alesso, with hosts Alex Morgan and Dan Marino. Official sponsors of the Michelob ULTRA Country Club include TCL Electronics, Cash App, Greyson Clothiers, NÜTRL, and You Need This Snacks.
For fans seeking a deeper engagement, Michelob ULTRA’s “Superior Access” platform offers gamification opportunities tied to the Super Bowl commercial, providing chances to win prizes. Additionally, Michelob ULTRA is collaborating with Instacart and DoorDash to streamline the purchase of Michelob ULTRA for football viewing parties.
Michelob ULTRA continues to champion a lifestyle that seamlessly integrates activity and social connection, epitomizing the spirit of the Super Bowl and beyond.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
For all of Reel 360 News’ Super Bowl coverage, click here.
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