Michelob ULTRA, the second-largest beer brand in the country, is teeing up superior enjoyment for all and unveiling the brand’s boldest campaign in its history on football’s biggest stage. During the Big Game and beyond, the brand is celebrating a new era for the sport by championing equal enjoyment for all. Boxing champion Saul ‘Canelo’ Alvarez, Serena Williams, and Tony Romo are among the athletes participating in the new commercial spot.

Serena Williams with Brian Cox

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 for a truly integrated campaign across digital, fashion, sports, entertainment, and ecommerce which the brand will build upon throughout the
year.

Alex Morgan

“New Members Day,” the brand’s 60-second ad, brings bold new energy to the links when champion athlete Serena Williams goes head-to-head with Emmy award-winning actor Brian Cox. The pair are joined by superstar athletes from multiple sports including  Canelo Alvarez, Jimmy Butler, Alex Morgan, Tony Romo, and Nneka Ogwumike,  taking over Bushwood Country Club in a nostalgic nod to the classic golf movie, Caddyshack.

Jimmy Butler

The instantly recognizable spot celebrates the next generation of golfers with inclusivity at its core. For the second year in a row, the spot features an equal number of female and male athletes, as a continuation of brand’s $100M commitment to gender equality in sports.

“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 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 brands in sports and entertainment that have a shared ambition to celebrate the next generation of golf culture.

Tony Romo

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.” The spot will include a QR code that fans can scan to unlock early access to the first episode of “Full Swing,” which will go live immediately following the game and will be available until 11:59 p.m. ET on Monday, February 13.

“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.

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 both 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 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 that are featured in the commercials. The Michelob ULTRA x DVRX Collection will be available starting February 1 on michelobultra.com/ultraclub and devereux.com.

This year, the home to the big game is also home to some of the best golf courses in the country.
Naturally, Michelob ULTRA will take over the greens in Phoenix. In partnership with Netflix, the brands will host an epic party, featuring performances by A-List appearances by Michelob ULTRA athletes and a golf face-off for the ages.

Netflix and Michelob ULTRA will also premiere “Full Swing” during a private screening that will debut the same first episode unlocked by the QR code featured in the “Episode Gossip” TVC.

Serena Williams

The beer brand will continue to open doors for more people to participate in golf, giving fans the opportunity to win one-of-a-kind golf prizes for themselves and their friends, PLUS early access to the first episode of “Full Swing” following the game. Prizes include rounds of golf at exclusive TPC golf courses, tickets to PGA Tour events, or the grand prize: a chance to witness golf history at three of the most premier golf tournaments in the U.S. Fans can access this by scanning the QR code featured on the newly released limited-edition Michelob ULTRA Golf Packs and by following the brand’s social channels.

To view both of Michelob ULTRA’s spots, “New Members Day” and “Episode Gossip” visit Michelob ULTRA’s YouTube page. For the second year in a row, Michelob ULTRA’s Big Game commercials were directed by Oscar-nominated cinematographer, Rachel Morrison, and created by Wieden + Kennedy New York.

For more information, visit MichelobULTRA.com/ULTRAClub and follow @MichelobULTRA on Facebook, Twitter, Instagram and YouTube.