Michelob Ultra's Galvanizing Campaign Focuses on Gender Equity in Running

A new sweepstakes will award a spot in the New York City Marathon


In 1967, Kathrine Switzer became the first woman to officially complete the Boston Marathon even though a man tried to push her off the course.

Her story serves as the center of a TV spot from longtime New York City Marathon sponsor Michelob Ultra and Gut Los Angeles, which kicked off a larger campaign focused on gender equity in running.

“Michelob Ultra is committed to using our brand as a platform to increase gender representation and equal enjoyment for everyone who loves sports,” Michelob Ultra vice president of marketing Ricardo Marques said in a statement.

“We believe in celebrating an active and balanced lifestyle and are proud to continue working with partners like New York Road Runners and the Women’s Sports Foundation to bring our shared values to life. Because it’s only worth it if we all enjoy it.”

(Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)Gut Los Angeles, Michelob Ultra

Running for the future

In the minute-long spot, Switzer says that when she thought about quitting, she kept going so that her last step in the race would become the first step for millions.

As the ad transitions from black and white to color, text explains that Switzer helped start the race for equality in running and that consumers can join Michelob Ultra in working to achieve equal representation in marathons. Women and nonbinary runners currently make up 46% of New York City Marathon finishers.

The Michelob Ultra Run Fund marks the 50th anniversary of the New York City Marathon’s women’s division with a sweepstakes running from until July 1, 2023 that will award three winners—who have never participated in a marathon before—entry into the 2023 race and access to a training program to prepare them. The effort is part of the brand’s $100 million commitment to gender equity and sports and will be expanded to other races nationwide.

CREDITS:

Agency: Gut Los Angeles

Creative chairman, co-founder: Anselmo Ramos
Managing director, global chief client officer, partner: Carmen Rodriguez
North America chief creative officers, partners: Juan Javier Peña Plaza, Ricardo Casal
Chief creative officer and partner: Nacho Ferioli
Global chief strategy officer, partner: Fernando Ribeiro
Executive creative directors: Ariel Abramovici, Bruno Acanfora, Ramiro Rodriguez Cohen
Creative directors: Guido Donadio, Sebastián Regiani
Associate creative director: Tina Assadpour
Senior art director: Aurélie Diaz
Copywriter: Lauren Torres
Head of production: Renata Neumann
Executive producer: Jack Cutler
Junior producer: Emma Giorelli
Head of account: Joselyn Bickford
Account director: Akoma M’ba
Management supervisor: Manuela Castro
Account executive: Laila Houser
Group strategy director: Bruno Steffen
Strategist: Tierney Riccitelli
Director of creative operations: Junia Parodi

Client: Michelob Ultra

Vice president of marketing: Ricardo Marques
Senior marketing director: Talita Andrade
Directors of digital marketing: Miles Ritenour, Alexis Unwalla
PR lead: Jessica Thorpe
Vp global marketing: Pedro Adamy
Global marketing director: Paige  Dawes
Global director: Kelsey McInerney

Production company: HB Films

Managing partner: John Beveridge
Director: Matt Hoffman
Post director: Mark Hoffman
Head of production: Bryce Hill
Producer: Gwyn Fletcher
DOP: Max Goldman
1st AD: Javier Vargas
Production manager: Heather Elliot
Production coordinator: Robin Magnet

Editorial company: Lost Planet

Editor: Federico Brusilovsky
Executive producer: Gary Ward
Assistant editors: Doug Yablun, Madi Emenheiser
Colorist: Steven San Miguel
Flame artist: Tim Bird
Sound design: Charlie Keating
Assistant producer: Seyline Cuffy

Sound: Lime Studio

Mixer: Ben Tomastik
Assistant mixer: Kris Huayta
Executive producer: Susie Boyajan
Producer: Cassie Underwood

Music: Premier Music Group

Original music: Matthew Hollingsworth
Music supervision: Premier Music Group

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