Modelo honours UFC Champion and firefighter Stipe Miocic in a new commercial, celebrating also the brand’s status of Official Beer of UFC.
“UFC Heavyweight Champion Stipe Miocic fights for more than just a gold belt. A proud son of immigrants, Stipe fought for his dreams while working two jobs and fighting fires for his community. Still still fights fires. And still proudly fights for his heritage. The belt… is a bonus,” the voiceover says on the 30-second spot, which features Miocic in the ring, hugging his mother, Kathy Miocic, and celebrating victory in a bar with Cervezza Modelo beer in the company of his friends.
“Since 1925, we’ve proved that it doesn’t matter where you come from. It matters what you’re made of,” the voiceover also says, adding the tagline “Modelo. The Official Beer of UFC”.
Serving as soundtrack is Ennio Morricone’s “L’Estasi Dell’oro”, which is part of his score for Sergio Leone’s 1966 epic film “The Good, the Bad and the Ugly”.
Miocic, who is a fireman for the Valley View Fire Department in the Cleveland area, set the UFC heavyweight record with his third straight successful title defense, after defeating Francis Ngannou on January 20th, at UFC 220, in Boston.
The ad is part of Modelo’s “Fighting Spirit” campaign, which marks the brand’s first partnership with a UFC fighter. On January 1, 2018, Modelo Especial began a multiyear, multimillion-dollar partnership with the UFC, replacing longtime beer sponsor Budweiser/Bud Light.