Ahead of the FIFA Club World Cup 2025, Michelob ULTRA has released a new commercial titled “Superior Hotel”, starring global football icon Lionel Messi.
Created by Wieden+Kennedy, the ad continues the brand’s “Superior” campaign series, following last year’s Super Bowl hit “Superior Beach.”
Set inside a stylish hotel, the spot opens with Messi and another footballer relaxing at the bar. When the bartender offers them a drink while they wait, the other player challenges Messi with a playful, “Play you for a Michelob ULTRA?” What follows is an electrifying dribble contest through the hotel corridors.
The commercial, set to the tune of The Heavy’s “How You Like Me Now”, ends with the tagline: “Michelob ULTRA Superior is worth playing for.”
Part of a larger multi-platform campaign, “Superior Hotel” will appear across TV, out-of-home placements, and in-game integrations. Michelob ULTRA is also rolling out immersive fan experiences, including beer gardens with challenges under the “Play For An ULTRA” theme, special edition packaging, and ULTRA Zero activations across all FIFA Club World Cup host venues.
