Michelob Ultra's Super Bowl ad stars Willem Dafoe and Catherine O'Hara as pickleball hustlers challenging NFL legend Randy Moss, WNBA superstar Sabrina Ionescu, and Olympic gold medalist Ryan Crouser. The campaign emphasizes humor, brand visibility, and a 'Play for an Ultra' interactive element.
Michelob Ultra is betting on Willem Dafoe and Catherine O'Hara to bring their comedic magic to the Super Bowl . The brand's new ad features the two actors as a pair of pickleball hustlers looking to score some free rounds from their battered competition. This competition includes NFL legend Randy Moss, WNBA superstar Sabrina Ionescu, and Olympic gold medalist Ryan Crouser.
\'We were looking for a couple of things, one was chemistry between these two characters,' says Ricardo Marques, vp of marketing for Michelob Ultra, in an interview. 'We obviously know that Willem and Catherine have worked together in the past. They know each other, so that is important. But then also we were looking for characters that could be very likable and very friendly, but at the same time a little bit dangerous and intimidating — in a fun way, of course — and both had that unique combo, which was perfect for this script and what we were looking to deliver.'\The spot, which you can watch below, features Dafoe and O'Hara — wearing matching track suits — approaching other pickleball pairs, challenging them to a game, with the winner getting a round of Ultras. It's absurd, hilarious, and yet relatable, all at once. Something Marques says was critical. 'It is a cluttered stage, the Super Bowl stage, so creative voltage is important,' Marques says. 'We believe that humor can be one of those notes that we hit to engage with our audience ... one of the other things that I love about this spot is that our product is front and center. Michelob Ultra is, I would say, the hero of the story, the enabler of everything that you see on screen. And so we’re being able to combine high entertainment value for the audience through the use of humor, but at the same time, set up this platform 'Play for an Ultra' and making sure that our product takes center stage.' The “Play for an Ultra” element brings the campaign into the real world. Thanks to a partnership with DoorDash, people will be able to gift others (like, say their 21+ pickleball opponents) a six pack of Ultras. But the stakes are also high for the brand, which has been surging in popularity over the last few years, and is now the number two beer brand in the U.S. in terms of dollars spent. 'It is much more than a Super Bowl spot, it is truly a moment for us to set up what will be a very exciting year,' Marques says. 'When you combine these three elements of consistency, investment and creative voltage, once again on the Super Bowl stage, with this amazing campaign that has been the winning formula for Michelob Ultra, it is something that we are excited to continue, not only through the rest of this year, but for years to come.
MICHELOB ULTRA SUPER BOWL WILLEM DAFOE CATHERINE O'hara PICKLEBALL ADVERTISING CAMPAIGN
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