Anheuser-Busch InBev has unveiled its Michelob Ultra advert for the upcoming Super Bowl, featuring actors Willem Dafoe and Catherine O’Hara.
The spot, titled ‘The Ultra Hustle’, also has cameos from from former American footballer Randy Moss, Olympic gold medalist Ryan Crouser and WNBA champion Sabrina Ionescu. The 60-second ad sees the celebrities playing pickleball matches and earning Michelob Ultra beers as rewards.
The commercial, set to appear during Super Bowl LIX on Sunday 9 February, represents the debut of Michelob Ultra’s incoming ‘Play for an Ultra’ campaign, which will focus on engaging with the “social athlete lifestyle”, according to AB InBev.
“We’re excited to challenge America to ‘Play For An Ultra’ as we continue to champion a social and active lifestyle,” said the brand’s senior VP of marketing, Ricardo Marques. “‘Play For An Ultra’ is inspired by the competitive dynamic between friends and will run on the Super Bowl stage through to the rest of the year.”
AB InBev will report its results for 2024 on 26 February, with the scene set in late October, when the company posted a 2.5% increase in sales from the nine months to the end of September.
