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Welcome to
Superior Bowl
Big Lebowski meets Kingpin in an epic bowling showdown between the greats.
In Michelob ULTRA’s 2022 Super Bowl campaign, we show the how the world’s greatest athletes enjoy their downtime away from their game.
Thus, Superior Bowl was born — a fictional bowling alley where the world’s greatest athletes go in their time off.
Once Superior Bowl was created, we built a world of content around including…
A 3-episode Super Bowl takeover airing throughout the game.
IRL ‘Superior Bowl’ bowling alley opening Super Bowl weekend, and culminating in Serena and Peyton facing off in the ‘G.O.A.T. Bowl’
Limited bowling themed ‘Spare Clothes Collection’ dropped by Serena in a broadcast takeover mid-Super Bowl game.
Michelob ULTRA ‘Welcome to Superior Bowl’
Michelob ULTRA ‘Superior Bowl’ Teaser
Selected Press
G.M.A. Sneak peek at new Super Bowl ad starring Serena Williams and Peyton Manning
People: Serena Williams Ready to Bowl Over Manning, Alex Morgan in Ultra’s SB Ad
AdAge: Serena Williams Is A Fierce Bowler in Ultra’s Star-Studded Super Bowl Ad
Entertainment Tonight: Inside Look at Michelob Ultra’s Superior Bowl Ad
ESPN: Super Bowl commercials: The best of this year's million-dollar spots
People: Manning and Buscemi Star in Michelob ULTRA ‘Superior Bowl Super Bowl Ad’
The Drum: Michelob ULTRA Fields 3-Episode Superior Bowl Play
Variety: Steve Buscemi Goes Bowling for Michelob Ultra’s Super Bowl Story
A.P. News: Serena Williams wants to express joy through Super Bowl ad
For The Win: Butler on his SB commercial and averaging a perfect score whenever he bowls
Boardroom: Michelob ULTRA Takes its Gender Equality Pledge to the Super Bowl
Elite Daily: Serena Williams Is The GOAT In This Super Bowl Ad Stacked With Star Athletes
Forbes: How Nneka Ogwumike Is Championing Gender Equality On And Off The Court
Fansided: Ultra’s Super Bowl commercial serves Big Lebowski vibes with Peyton Manning, Serena cameos
Fast Company: The 5 best Super Bowl ads of 2022
Extra! Watch! Most-Talked-About Super Bowl Commercials 2022
Adweek: Welcome to the Superior Bowl, Where Hardworking Stars Blow Off Steam With Michelob Ultra
People: Best Super Bowl Commercials of 2022
Results:
3.2 Billion Impressions
3.6K news articles
Best SB ad in ULTRA’s history
#12 SB ad on AdMeter
#2 SB ad on Fast Company
Creative Credits:
Agency: Wieden+Kennedy NY
Matt Mulvey, Creative Director
Blair Warren, Creative Director
Tommy Woods, Copywriter
Jacob Mehringer, Art Director
