Table of Contents
Introduction
Overview and Importance
Michelob ULTRA is set to feature pickleball in its upcoming Super Bowl LIX commercial, “The ULTRA Hustle.” This marks a significant moment for the sport, showcasing its growing popularity and cultural relevance to a massive audience of over 100 million viewers. The inclusion of pickleball in such a high-profile advertisement underscores its transformation from a niche activity to a mainstream phenomenon. This is the second consecutive year that pickleball has been featured in a Super Bowl commercial, signaling a clear trend and further cementing its place in the national spotlight.
Background
Michelob ULTRA’s “Play For An ULTRA” campaign is designed to celebrate the competitive spirit found in everyday athletics, and pickleball fits perfectly within this theme. The sport has experienced exponential growth in participation over the past few years, attracting players of all ages and skill levels. This surge in popularity has not gone unnoticed by major brands, as evidenced by E*TRADE’s “pickbabies” commercial in Super Bowl LVIII, which also featured pickleball. This earlier commercial set a precedent for the sport’s inclusion in Super Bowl advertising, paving the way for Michelob ULTRA’s upcoming feature.
What You’ll Learn
In this article, we will delve into the details of Michelob ULTRA’s Super Bowl LIX commercial, exploring how it features pickleball and what message it aims to convey. We’ll examine the role of celebrities and athletes in promoting pickleball, and analyze the significance of this commercial for the sport’s continued visibility and growth. Furthermore, we will provide insights into the “Play For An ULTRA” campaign, outlining its objectives and how pickleball aligns with its overall message of celebrating everyday competition and athletic achievement.
Understanding the Basics
Fundamental Concepts
Let’s start with the basics. What exactly are we talking about when we mention pickleball and Super Bowl LIX? While seemingly unrelated, they form the backdrop for an exciting intersection in the world of advertising and sports.
Pickleball, for those unfamiliar, is a rapidly growing paddle sport that blends elements of tennis, badminton, and table tennis. Imagine a game played on a badminton-sized court, but with a net lowered to 36 inches at the sidelines and 34 inches in the middle. Instead of rackets and a fuzzy ball, pickleball uses solid paddles and a perforated polymer ball, similar to a wiffle ball. Its accessibility and social nature have fueled its surge in popularity, making it a prime target for marketing campaigns.
Now, onto Super Bowl LIX. This is the 59th Super Bowl, the championship game of the National Football League (NFL). It’s more than just a football game; it’s a cultural phenomenon, a massive television event that draws in viewers from all walks of life. This immense audience makes it the most coveted advertising space in the world, where brands vie for attention with creative and memorable commercials.
Essential Components
To truly understand the context of this blog post, we need to break down the essential components at play: the commercial itself and the broader marketing campaign it supports. In this case, we’re focusing on a specific Super Bowl commercial and the comprehensive campaign surrounding it.
The commercial, in this context, refers to a 60-second advertisement that airs during the Super Bowl broadcast. These commercials are renowned for their high production value, often featuring celebrity endorsements and incorporating comedic elements to capture viewers’ attention. A primary aspect of these commercials is their ability to entertain while subtly promoting a product or service. In the case we will be discussing, key aspects include integration with Michelob ULTRA’s brand messaging and the promotion of their “Play For An ULTRA” campaign.
Secondary aspects of the commercial may involve the use of both professional actors and athletes, further enhancing its appeal and credibility. Another important variation is the focus on everyday competition, showcasing how the competitive spirit exists not just in professional sports, but also in our daily lives.
Beyond the commercial itself, we have the campaign, which is the broader marketing initiative that the commercial supports. This encompasses a range of activities designed to extend the reach and impact of the Super Bowl ad. Primary aspects of the campaign often include social media challenges, encouraging user engagement and generating buzz. Other tactics may involve a beer gifting platform via DoorDash, providing a convenient way for consumers to share the product. The most successful campaigns offer opportunities to win exclusive experiences, creating a sense of excitement and reward for participating.
Secondary aspects of the campaign often include a focus on celebrating the competitive spirit in everyday athletics, reinforcing the brand’s message of active and healthy lifestyles. By associating the brand with these values, the company aims to create a positive and lasting impression on consumers.
Detailed Guide to “The ULTRA Hustle”
Commercial Details
Let’s dive into the specifics of “The ULTRA Hustle,” the Michelob ULTRA commercial that took center stage during Super Bowl LIX. This wasn’t just another ad; it was a strategic play to align the brand with the burgeoning pickleball craze and a healthy, social lifestyle.
- Title:”The ULTRA Hustle”
- Air Date:February 9, 2025 (Super Bowl LIX)
- Length:60 seconds
- Broadcast Time:Premiered during the Super Bowl LIX broadcast, starting at 6:30 p.m. Eastern time. A prime slot for maximum impact!
- Location:Aired to a massive audience watching from the Caesars Superdome in New Orleans, Louisiana, and homes across the globe.
Step-by-Step Process
The making of “The ULTRA Hustle” was a carefully orchestrated process, from production to post-commercial promotion. Here’s a breakdown of how it all unfolded:
<strong>Commercial Setup:</strong>
Anheuser-Busch, the beverage giant behind Michelob ULTRA, spearheaded the production. The creative vision brought together a star-studded cast, featuring Willem Dafoe and Catherine O’Hara as competitive pickleball enthusiasts. The commercial also included cameo appearances by NFL legend Randy Moss, Olympic shotput gold medalist Ryan Crouser, and WNBA superstar Sabrina Ionescu, adding layers of appeal to sports fans of all kinds. Crucially, professional pickleball players Hunter Johnson, Parris Todd, Jaume Martinez Vich, and Emily Cederquist were integrated into the scenes, lending authenticity and expertise to the pickleball action.
<strong>Scene Breakdown:</strong>
The narrative revolved around Dafoe and O’Hara engaging in spirited pickleball matches, with the playful challenge: “Play you for an ULTRA?” Each victory earned them a Michelob ULTRA, highlighting the beer as a light and refreshing reward after a friendly competition. The commercial cleverly weaved together humor, celebrity power, and the infectious energy of pickleball.
<strong>Post-Commercial Promotion:</strong>
Beyond the Super Bowl spot, Michelob ULTRA amplified the campaign with a strategic post-commercial rollout. They launched a beer gifting platform in partnership with DoorDash, making it easier than ever for viewers to share an “ULTRA” with friends. The campaign extended to social media with interactive challenges and contests, offering fans opportunities to win exclusive experiences and deepen their engagement with the brand.
Athlete Reactions and Significance
The inclusion of professional pickleball players wasn’t just a casting choice; it was a deliberate move to elevate the sport and connect with its growing fanbase. Here’s what some of the athletes involved had to say, and why this commercial matters:
<strong>Emily Cederquist’s Reaction:</strong>
Emily Cederquist, a rising star in professional pickleball, expressed immense excitement about being part of a Super Bowl commercial with such a well-known and respected company. For her, it was a validation of the sport’s growing prominence.
<strong>Hunter Johnson’s Reaction:</strong>
Hunter Johnson echoed this sentiment, highlighting the meteoric rise in pickleball’s popularity and underscoring the significance of representing the sport on the Super Bowl stage. He saw it as a pivotal moment for professional pickleball players, offering unprecedented exposure.
<strong>Significance:</strong>
The “ULTRA Hustle” commercial signifies more than just a brand endorsement. It highlights the mainstream acceptance of pickleball, solidifying its position as a popular and accessible sport. It provides significant exposure for professional pickleball players, potentially opening doors to new opportunities and sponsorships. Most importantly, it reinforces Michelob ULTRA’s brand association with active and social lifestyles, aligning the product with a positive and engaging image.