THE OBJECTIVE

Drive cultural relevance for Michelob ULTRA in sports culture.

THE INSIGHT

John McEnroe was the antithesis of Michelob ULTRA’s brand platform, “It’s Only Worth It If You Enjoy It.” He didn’t enjoy his playing career because he obsessed over winning at all costs.

THE WORK

We created the world’s first-ever human vs. AI tennis match, live on ESPN.

John McEnroe played against younger versions of himself and rekindled the joy that he missed during his playing days.

THE RESULTS

$20 Million in Earned Media

Over 3 Billion Impressions

28% Purchase Intent Lift

15% Sales Lift

Emmy Award - Outstanding Digital Innovation

Cannes Gold Lion - Innovation

Cannes Gold Lion - Technical Achievement in Digital Craft