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Michelob Ultra Beer Makes a Call to Relieve the Pressure on Athletes

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Campaign from GUT Mexico City is asking brands, media and social media: “What kind of pressure are we putting out there?”

Michelob Ultra Beer Makes a Call to Relieve the Pressure on Athletes

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.

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Agency: GUT Mexico City

CCO & Partner: Nacho Ferioli

ECD: Ramiro Rodriguez Cohen

ECD: Ariel Abramovici

ECD: Bruno Acanfora

Creative Director / Art Director: Jose Mario Muñoz

Creative Director / Copywriter: Rodrigo Del Oso

ACD: Diego López Oliva “Pájaro”

ACD: Diego Rojas “Brontis”

Producer (ABI): Daniela Camacho y Diana Rodríguez

Managing Director & Partner: Camila de Almeida Prado

Group Account Director: Elizabeth Reyna

Account Supervisor: Paulina Vogel

CSO: Samantha Hernández

Strategy Director: Alejandra Margain


Production Company: Stink Films

Director: Douglas Bernard

President: Daniel Bergmann

Executive Producer: Fran McGivern

HOP: Ari Schneiderman

Service Company: Habitant

Producer: Gleny Valente

EP: Pablo Martiñá

Managing Director: Arturo Arroyo

DP: Mauricio Padilha

Production Designer: Pedro Catellani Dias Cardoso

Wardrobe Stylist: Francisco Rondo

Post Production

Post Production: Mosh TV

Post Production Coordinator: Martha Caravantes

Editor: Rami D'Aguilar

Animador/a: Bernardo Brito / Bruno Vianna Costa

Colour Correction: Osmar

Music: Satelite

Sound Design: Satelite


Client: Anheuser-Busch InBev

Marketing VP: Fábio Baracho Martinelli

Premium Brands Director: Alejandro Gutierrez Cuellar

Senior Brand Manager, Michelob Ultra: Inés Garza Estrada Berg

Brand Manager, Michelob Ultra: Maria Del Carmen Velasco Reyes

Media Manager: Daniel Carreño Aguado

Collaborating Agencies

Digital and SoMe: VMLY&R

PR: TrendSétera

Genres: People, Storytelling

Categories: Beers, Alcoholic Beverages

GUT, Fri, 29 Apr 2022 08:21:50 GMT