Michelob Ultra Proves It's Worth Some Friendly Competition

Michelob ULTRA is poised for a massive 2025. To kick start an exciting year for the brand, Michelob ULTRA will be unveiling a new brand equity platform, including a TVC spot debuting during the NFL divisional playoffs, titled ‘Play For An ULTRA’.  

The platform highlights the mentality of social athletes when hitting the court, field, links or pitch, encouraging them to tap into a championship mindset and ambition and give it their all, whether it’s their first time on the court or they’re playing to fill the trophy cabinet.   

For 20+ years, Michelob ULTRA has been synonymous with championing an active lifestyle, encouraging social athletes to give it their all, whether it’s their first time on the court or they’re playing to fill the trophy cabinet. For social athletes, a beer with friends after active pursuits is part of the ritual and Michelob ULTRA knows that competition among friends means more when there’s something to play for.

Michelob ULTRA is upping the ante and harnessing the joy of friendly competition through its new brand platform, 'Play For An ULTRA'. Making its debut during the NFL Division and Conference Championships, Michelob ULTRA’s newest campaign places a spotlight on the competitive dynamic between friends – whether they’re hitting the court, links or field and encourages playing for superior stakes, because when there’s Michelob ULTRA on the line, social athletes go for it and compete like the pros.

The new creative places a spotlight on this championship mentality we find in social athletes all the time. Whether it’s daily workouts or leading a rec league team, we know these social activities can often pave the way to kicking back with friends and a Michelob ULTRA.