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2022 MICHELOB ULTRA – Welcome to Superior Bowl

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Where the players play when they’re not playing. Head to Www.MichelobULTRA.com to find out more.

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Brewed for those who know it’s only worth it if you enjoy it. Michelob ULTRA is the superior light beer that celebrates an active, balanced lifestyle.

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The Michelob ULTRA Super Bowl ad titled “Superior Bowl” showcases a star-studded gathering of legendary athletes competing in a vintage bowling alley. According to Ad Age Peyton Manning, Serena Williams, Brooks Koepka, Alex Morgan, Jimmy Butler, and Nneka Ogwumike are seen enjoying themselves and showcasing their bowling skills. Actor Steve Buscemi is behind the bar, seemingly in his element after his role in The Big Lebowski. ELO’s “Showdown” provides the backdrop as the athletes trade strikes and compete to see who the best “kingpin” is. The ad culminates with the dramatic entrance of Serena Williams, who is ready to prove she will leave no pin standing.

The “Superior Bowl” ad was the centerpiece of Michelob ULTRA’s 2022 Super Bowl LVI campaign, which also included the “Caddy” and “Golden” commercials. The campaign’s overarching theme was “It’s Only Worth It If You Enjoy It,” emphasizing the importance of balancing an active lifestyle with moments of joy and enjoyment.

A key focus of the campaign was to promote gender equality in sports. The ads featured an equal number of male and female athletes, reflecting Michelob ULTRA’s commitment to increasing the visibility of women’s sports. The company also partnered with the Women’s Sports Foundation with a five-year agreement aimed at funding travel and training for female athletes competing at an elite level.

The campaign utilized a fictional bowling alley called “Superior Bowl” as the setting, inspired by bowling cult classics. This approach aimed to create an immersive and engaging experience for viewers. The campaign was highly successful in terms of reach and engagement, generating billions of impressions and becoming the second most searched ad on Google during Super Bowl LVI.

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