This Michelob Ultra Campaign Crops Winning Athletes Out of Iconic Photos to Center on Joy

AB InBev and Gut use partial images to tell a full story about the love of the sport

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Pressure to succeed is instilled in many of us throughout our lives. That’s especially true for athletes. While winning is a vital part of being a pro player, many have reached burnout early in their careers as a result of unrealistic expectations.

In hopes of challenging the mindset that forces so many into high-stress lifestyles, Michelob Light’s “It’s Only Worth It If You Enjoy It” campaign is asking consumers to reexamine the definition of success. Created in partnership with agency Gut, this continuation of its ongoing platform features a series of cropped photos showing the trophies of world-famous athletes Serena Williams, Brooks Koepka, Alex Morgan, Nneka Ogwumike and Anthony Davis during some of their most iconic sports moments.




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