Beer brand Michelob ULTRA has released its 2023 Super Bowl campaign with New Members Day, a 60-second ad with athlete Serena Williams and Emmy award-winning actor Brian Cox.
They 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.
"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."
Michelob ULTRA and Netflix are also teaming up to highlight a 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 brands in sports and entertainment that have a shared ambition to celebrate the next generation of golf culture.
Viewers join professional golfer Rickie Fowler, NFL legend Tony Romo and US Soccer star Alex Morgan on the course as they receive an early look at the upcoming Netflix docuseries.
The spot will include a QR code that fans can scan to unlock early access to the first episode.
"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 a collaboration with 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.”
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