The 36-year-old Argentinean, who currently plays his club soccer for Inter Miami, is part of a cast including actor Jason Sudeikis and retired American football player Dan Marino. The spot, filmed on a beach in south Florida, will run on US TV during the Super Bowl on Sunday 11 February.
Messi was announced as an ambassador for Michelob Ultra at the end of last year.
“We’re thrilled to be partnering with one of the greatest athletes of all time on one of the biggest stages in sports … ,” said Michelob Ultra’s marketing VP, Ricardo Marques. “We have an exciting plan to connect with our audience in the weeks leading up to and around Super Bowl Sunday, while also using this moment to set up what we believe will be an electrifying year for Michelob Ultra.”
AB InBev released the low-carb beer back in 2002 yet Ultra has climbed to become the main driver of growth for the group in the US. Although the brewer did not detail its sources, the brand is claimed to be the second-largest in the country in volume terms.
Ultra will also be front and centre in AB InBev’s ‘headline sponsor’ arrangement with the Olympic Games, leading on its marketing activity in the US around this summer’s event in Paris.
