Can a Villainous Actor Shine at the Big Game?

Can an actor renowned for portraying some of cinema’s most iconic villains bring his unique charm to the Super Bowl? Michelob Ultra certainly thinks so.

Introducing “The Ultra Hustle”

The rapidly expanding Anheuser-Busch beer brand is set to unveil “The Ultra Hustle” during this year’s Super Bowl. This campaign features Willem Dafoe (known for Nosferatu and Spider-Man) and Catherine O’Hara (from Schitt’s Creek and Home Alone) as a duo of pickleball hustlers aiming to snag some complimentary rounds from their weary competitors, which include NFL legend Randy Moss, WNBA superstar Sabrina Ionescu, and Olympic gold medalist Ryan Crouser.

Finding the Right Chemistry

“We were looking for a couple of things: one was the chemistry between these two characters. We obviously know that Willem and Catherine have collaborated in the past (on Beetlejuice), so their familiarity was crucial,” explains Ricardo Marques, VP of Marketing for Michelob Ultra, in an interview with The Hollywood Reporter. “We also sought characters that could be both likable and friendly, yet possess a hint of danger and intimidation — in a fun way, of course. Both actors embodied that unique combination, making them perfect for this script and our vision.”

A Hilarious and Relatable Spot

In the commercial, which you can view below, Dafoe and O’Hara, clad in matching tracksuits, challenge other pickleball pairs to a game, with the winner receiving a round of Michelob Ultras. It’s absurd, hilarious, and relatable all at once — a critical aspect, according to Marques.

Engaging the Audience with Humor

“The Super Bowl stage is quite crowded, so creative voltage is essential,” Marques notes. “We believe humor is one of the key elements to engage our audience. What I particularly love about this spot is that our product is front and center. Michelob Ultra is, in essence, the hero of the story, enabling everything you see on screen. We’re combining high entertainment value through humor while establishing the ‘Play for an Ultra’ platform, ensuring our product takes center stage.”

Bringing “Play for an Ultra” to Life

The “Play for an Ultra” aspect extends the campaign into the real world. Thanks to a partnership with DoorDash, individuals can gift a six-pack of Ultras to others, such as their 21+ pickleball opponents.

High Stakes for the Brand

The stakes are high for Michelob Ultra, which has seen a surge in popularity over recent years, now ranking as the number two beer brand in the U.S. in terms of revenue.

A Moment to Remember

“This is more than just a Super Bowl spot; it’s a pivotal moment for us to kick off what promises to be an exhilarating year,” Marques states. “By combining consistency, investment, and creative voltage on the Super Bowl stage with this fantastic campaign, we’re excited to continue this winning formula for Michelob Ultra, not just for the rest of this year, but for many years to come.”

Persons

Willem Dafoe, Catherine O’Hara, Randy Moss, Sabrina Ionescu, Ryan Crouser, Ricardo Marques

Company Names

Anheuser-Busch, Michelob Ultra, DoorDash

Titles

Nosferatu, Spider-Man, Schitt’s Creek, Home Alone, Beetlejuice

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