TV Commercial Review
Memorable
Effective
Style
Heart or Humor
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Good
“New Members Day,” the Michelob ULTRA Super Bowl ad 2023, features Serena Williams head-to-head with Emmy award-winning actor Brian Cox. The pair are joined by superstar athletes from multiple sports, including Jimmy Butler, Alex Morgan, Tony Romo, Nneka Ogwumike, and Canelo Alvarez, taking over Bushwood Country Club in a nostalgic nod to the classic golf movie Caddyshack.
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.
“Golf is going through an exciting transformation to become more inclusive and 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.“
Michelob ULTRA and Netflix are teaming up to highlight the new Netflix docuseries, ‘Full Swing,’ which follows a diverse group of professional golfers across an entire PGA Tour season. The dynamic partnership brings together two of the biggest sports and entertainment brands with a shared ambition to celebrate the next generation of golf culture.
Viewers will join professional golfer Rickie Fowler, NFL legend Tony Romo and U.S. Soccer star Alex Morgan on the course as they receive an early look at the upcoming Netflix docuseries, “Full Swing.”
“Full Swing chronicles a pivotal moment in golf, and we can’t wait for our fans to immerse themselves into the series and the lives of these talented athletes,” said Magno Herran, Vice President, Marketing Partnerships at Netflix. “Our members are always looking for unique ways to experience their favorite show or film and partnering with Michelob ULTRA is an incredible way to bring the two brands together to share the joy of the game.”
For the first time in Anheuser-Busch history, Michelob ULTRA is making the big game shoppable, bringing consumers into the world of Bushwood Country Club with limited-edition Michelob ULTRA Golf Packs and collaboration with Instacart.
Enjoying a cold one while cheering on your favorite team is par for the course, and stocking the fridge is now easier than ever. A first for Anheuser-Busch and Instacart, fans can purchase Michelob ULTRA through a series of shoppable ‘stock up’ TVCs airing ahead of the Big Game. Instacart will bring the partnership to life through shoppable media on their app, email marketing, push notifications, and social posts, reminding users that Instacart is their ultimate shopping destination for all football viewing party needs.
“Michelob ULTRA is a clear fan favorite and the number one most-purchased beer on Instacart for the last nine months,” said Instacart CMO Laura Jones. “We’re thrilled to partner with Michelob ULTRA for our first major, cross-channel, co-marketing campaign during the NFL playoffs to help consumers stock up on Michelob ULTRA and other game day essentials, which can be delivered right to their doorsteps in as fast as one hour.”
Ensuring that the next generation of golfers will be showcased in style, the brand is expanding its partnership with the innovative and inclusive golf apparel brand Devereux Golf. Alongside Michelob ULTRA, Devereux Golf will launch its first-ever women’s line, a continuation of Michelob ULTRA’s commitment to gender equality in sports. The limited-edition collection inspired by retro golf culture features several items designed to be worn on or off the golf course, including the “Stand Out Club Polo,” the “Superior Club Cardigan,” the “Sunday Best Sweater Vest,” and more.
In another first, for Anheuser-Busch, the Big Game spots will be shoppable, and viewers can take home select pieces featured in the commercials.
