michelob ultra

joy of rivalries

Michelob ULTRA tasked me and my team with creating a World Cup campaign, beginning with a TVC film and continuing into digital, social, and in-store activations, that lived in the same world as their other 2022 creative, led by their Superior Bowl Super Bowl campaign.

We built the story around soccer stars and Team ULTRA athletes Christian Pulisic (USA forward) and Guillermo Ochoa (Mexico goalkeeper), with an appearance from US Women’s soccer legend Carli Lloyd. The campaign aimed to show these stars outside of the field of play, when they’re simply relaxing and having fun, just like the rest of us would, living the brand mantra It’s Only Worth It If You Enjoy it.

The spot earned us a write-up in The Drum at launch.

Art Director: Stephen Reisig / Creative Director: Keslie Watts / Director: Ali Kurr / Production: Partizan

 
 

We designed pint glasses with a QR code on them that fans could purchase to enjoy an ULTRA in for the World Cup, and receive a secret message from Pulisic or Ochoa themselves.

The video fans got to see when they scanned the QR code on their Pulisic pint glass.

 

We even created content for a contest for eagle-eyed fans, who could win signed memorabilia from the athletes if they spotted the pieces on the walls of the bar in our film.

 

We worked with acclaimed fashion designer and soccer enthusiast Guillermo Andrade to create a jersey for fans that represented them, and our athletes Pulisic and Ochoa. Using elements of the American and Mexican flags in an abstract way, Andrade designed a jersey with Michelob ULTRA that built hype for the brand around the World Cup, and was a fun alternative to the standard USMNT kit for people to purchase.

MEDIA: HYPEBEAST, The Source, People Magazine

 

We provided athletes with still photography, copy, and social resizes of our film to post to their social media profiles to create buzz around the campaign, and lead people to the memorabilia challenge on Michelob ULTRA’s social channels.

Bilingual copywriter (Ochoa post): Hector Jamesson