Today, Michelob Ultra is addressing the enormous pressure athletes live with in its latest campaign, 'UNDER PRESSURE.' The campaign aims to raise awareness of the enormous weight that we put on the shoulders of athletes, especially the media, social media and from some brands.
Featuring three of the most pressured athletes in sports, Guillermo Ochoa, Arantxa Chávez & Isaac Nuñez, the spot opens with a depiction of them in different scenarios of enormous pressure until a question appears on the screen, asking: “What kind of pressure are we putting out there?” From here, a speech begins, focused on relieving the pressure that is read in different billboards, posters and advertising media. Finally, the commercial ends with the phrase, “In order to find your greatness, first you need to find your joy," and closes with the brand's slogan, "It's only worth it if you enjoy it.”
“Stereotypes and demands in the world of sports make many people, even the athletes themselves, feel intimidated when they make the decision to seek a healthier life,” said Alejandro Gutierrez, premium brands director at AB InBev. “With this campaign, Michelob Ultra wants to remind us that everything we do is only worth it if we manage to enjoy it.”
In this campaign, Michelob Ultra calls on everyone who participates in sport - from commenters to even other athletes themselves - to reflect on this huge problem, and to understand that wherever there is negative pressure, there is an opportunity to do better, which reaffirms the brand’s platform: It is only worth it if you enjoy it.