Michelob ULTRA sends up Caddyshack

(Brian Cox, Serena Williams)

Michelob ULTRA is teeing up superior enjoyment for all and unveiling the brand’s boldest campaign in its history on football’s biggest stage. During the Super Bowl and beyond, the beer is celebrating a new era for the sport by championing equal enjoyment for all.

Michelob ULTRA is once again putting joy front and center with two golf-themed ads that feature legendary athletes and entertainers hitting the links, and will introduce groundbreaking partnerships with Netflix, Instacart and golf apparel brand Devereux Golf for a truly integrated campaign across digital, fashion, sports, entertainment, and e-commerce which the brand will build upon throughout the year.

Created by Wieden+Kennedy, New York, “New Members Day,” brings bold new energy to the links when legendary athlete Serena Williams goes head-to-head with Emmy award-winning actor Brian Cox. The pair are joined by superstar athletes from multiple sports including Jimmy ButlerAlex Morgan, Tony Romo, Nneka Ogwumike, and Canelo Alvarez, taking over Bushwood Country Club in a nostalgic nod to the classic golf movie, Caddyshack. Watch below:


“Golf is going through an exciting transformation to become more inclusive and more joyful, which perfectly aligns with Michelob ULTRA’s point of view and as such ended up serving as inspiration for our campaign this year,” said Ricardo Marques Vice President of Marketing Michelob ULTRA. “Beyond entertaining, we’re looking to engage our audience with an approach that combines creativity, commercial integration and new partnerships; we’re incredibly excited.”

The instantly recognizable spot celebrates the next generation of golfers with inclusivity at its core. For the second year in a row, the spot features an equal number of female and male athletes, as a continuation of the brand’s $100M commitment to gender equality in sports.

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