Michelob ULTRA Amber Max: Effortlessly Bold

Michelob ULTRA has a strong presence in Texas, but the brand needed to raise the profile of their more flavorful offering, Amber Max, after the success of competitor Yuengling in the state. We were tasked to come up with a campaign and accompanying TV spot to help re-introduce Amber Max to Texans during the Super Bowl, and beyond. So we tied the flavor and lightness of the product to Texans’ intrinsic boldness with our campaign tagline EFFORTLESSLY BOLD.

Art Director: Stephen Micioni / Creative Director: Keslie Watts / Director: Lauren Sick - Greenpoint Pictures