- Michelob Ultra has kicked off a new campaign for the World Cup – the Ultra Turnaround.
- The campaign is inspired by the stadium stewards of the 1994 FIFA World Cup, who the whole time with their backs to the pitch, focused on crowd safety, not turning around to watch the game.
- The new spot features three of these staff members and surprised them with tickets to a game this year.
As the official beer of the tournament, Michelob Ultra has dropped several campaigns around the World Cup.
“The Superior Match” spot starred soccer legends Christian Pulisic, Sergiño Dest, Antonee Robinson, Lionel Messi, Lautaro Martínez, Nico Paz Guillermo Ochoa, Ronaldo Nazário, Alex Morgan and special guest Billy Bob Thornton.
The latest spot gives credit to the employees of the games who help make the magic happen. The spot highlights the staffers who helped make the games a success the last time the tournament was in the United States. The former stewards – Craig Winans, Miguel Mouchess and Timothy Sanders – were invited to the Michelob Ultra Pitchside Club at the Santa Monica Pier where they were told they would be filming a documentary about their 1994 experience. Once there, the brand surprised them with tickets to attend the final group stage match, giving them the opportunity to finally see the game.
