Beer is Served

Starting the ad with a hard serve the best-selling beer in America appears on screen to score an easy first point. The beer is being consumed by a pickleball duo. The viewers are engaged but to make it all better, two actors that never lost their buzz appear on screen.

What I mean by not losing their buzz is me simply saying they have stayed relevant for many years. Willem Dafoe & Catherine O’Hara challenge the pickleball partners in a match, winner takes the beers. 

The dynamic pickleball duo has a love for the game but an even deeper love for Michelob Ultra. Defeating their opponents with ease in order to be rewarded with more beer.

This Feels Ultra Familiar

This ad succeeds mostly due to one reason. Relevance. 

This allows our brains to latch on to the advertisement. In this case it’s three separate links that connect to make it happen. From the jump the beer catches our eye. Beer is the beverage of football fans. Then familiar faces enter the screen, actors in this case. To seal the deal, pickleball is introduced into the ad. Pickleball is the fastest growing sport in America.

Those 3 links have us fully engaged. Now the ad needs to finish the match and make a lasting impression. This is accomplished by scenes of Willem and Catherine comically but mostly in impressive fashion beating their opponents. 

Winning Tastes Good

The marketing team at Michelob Ultra rallied to piece together a great ad. Relevance and winning go hand in hand in the advertising world. 

Subtract one of the 3 key links to the ad and I feel like it wouldn’t feel as strong as it does now. We wouldn’t be fully engaged. We wouldn’t care as much to be on that winning team.

We would love to be a part of your dynamic duo here at Mad Men Marketing. We want to find your target audience and help you reach them better. Through data and analyzing we will make sure you stay relevant and winning!