Adnatomy: Why Michelob Went Bowling During a Football Game

The AB InBev brand's 2022 Super Bowl spot showcased athletes at play

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One of the most star-studded ads in a celebrity-heavy Super Bowl 56 hailed from Michelob Ultra. The beer brand’s 60-second spot featured a grand total of seven stars from both sports and Hollywood.

Actor Steve Buscemi, tennis legend Serena Williams and two-time Super Bowl champion Peyton Manning were joined by peers from professional basketball, soccer and golf—including Nneka Ogwumike, Alex Morgan, Brooks Koepka and Jimmy Butler—at a fictional bowling alley called the Superior Bowl. Get it?

The idea was to not only showcase how some of the greatest athletes in the world kick back when they’re off the clock, but to help viewers understand how the low-carb, low-calorie beer fits into their own healthy, fun-loving lifestyles.

And, of course, with Buscemi behind the counter serving an even number of male and female bowlers, there were also nods to the 1998 film The Big Lebowski and gender equality.




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