Michelob Ultra - Super Bowl Ad Featuring Willem Dafoe and Catherine O'Hara
By integrating the rapidly growing sport of pickleball and featuring a diverse cast of celebrities and athletes, Michelob ULTRA effectively captures contemporary cultural trends, appealing to both sports enthusiasts and fans of the featured actors.
The ad showcases Dafoe and O'Hara hustling experienced pickleball players, including sports figures like WNBA star Sabrina Ionescu, NFL legend Randy Moss, and Olympic gold medalist Ryan Crouser, by pretending to be novices before revealing their exceptional skills.
- Sports Enthusiasts: Individuals interested in emerging sports like pickleball.
- Fans of Featured Celebrities: Admirers of Willem Dafoe, Catherine O'Hara, and the participating athletes.
- Super Bowl Viewers: The broad audience tuning into the Super B
TARGET AUDIENCE
About the
Campaign -
By integrating the rapidly growing sport of pickleball and featuring a diverse cast of celebrities and athletes, Michelob ULTRA effectively captures contemporary cultural trends, appealing to both sports enthusiasts and fans of the featured actors.
Core Theme of the Campaign -
1. Star-Studded Cast: The commercial brings together the unique pairing of Willem Dafoe and Catherine O'Hara, both renowned for their distinctive acting styles, adding a delightful twist to the ad.
2. Pickleball Hustle: Set on a pickleball court, the duo pretends to be inexperienced players, only to surprise their opponents with impressive skills, leading to humorous and unexpected moments.
3. Celebrity Cameos: The ad features sports personalities like Sabrina Ionescu, Randy Moss, and Ryan Crouser, who become the unsuspecting targets of the hustle, adding authenticity and appeal to sports fans.
4. Humorous Tone: The lighthearted narrative showcases Dafoe and O'Hara's comedic talents, making the commercial both entertaining and memorable.
5. Cultural Relevance: By highlighting pickleball, one of the fastest-growing sports, Michelob ULTRA taps into current trends, resonating with a contemporary audience.
6. Positive Reception: The commercial received high praise, including an "A" rating from Northwestern University's Kellogg School of Management, reflecting its effectiveness and popularity.
7. Brand Messaging: Aligning with Michelob ULTRA's image as a beer for active and social individuals, the ad reinforces the brand's association with a balanced, fun-loving lifestyle.
8. Memorable Tagline: The phrase "You can't out-hustle a hustler" encapsulates the ad's theme, leaving viewers with a catchy and lasting impression.