The Michelob ULTRA Super Bowl Ad Considers the Role of Happiness
Riley von Niessen — January 27, 2021 — Marketing
References: michelobultra & youtube
The 2021 Michelob ULTRA Super Bowl ad has been unveiled, and features a lineup of some of sports' greatest icons, such as Serena Williams, Alex Morgan, Brooks Koepka, Anthony Davis, and Peyton Manning.
The 60-second commercial, dubbed 'Happy,' shows how each superstar can attribute much of their success to the happiness in their lives, which "[fuels] the run towards greatness." With its positive messaging, the ad tells viewers to do what they enjoy, and not expect happiness to come as a result of "winning," in whichever context applies to them.
To create the ad, Michelob ULTRA partnered with creative agency Wieden + Kennedy New York. Happy marks the lifestyle-focused beer brand's sixth consecutive Super Bowl appearance.
Image Credit: Michelob ULTRA
The 60-second commercial, dubbed 'Happy,' shows how each superstar can attribute much of their success to the happiness in their lives, which "[fuels] the run towards greatness." With its positive messaging, the ad tells viewers to do what they enjoy, and not expect happiness to come as a result of "winning," in whichever context applies to them.
To create the ad, Michelob ULTRA partnered with creative agency Wieden + Kennedy New York. Happy marks the lifestyle-focused beer brand's sixth consecutive Super Bowl appearance.
Image Credit: Michelob ULTRA
Trend Themes
1. Happiness-marketing Trend - Brands will increasingly focus on promoting happiness as a key value in their marketing strategies to attract customers who prioritize well-being.
2. Emotional Advertising Trend - Emotional storytelling in advertising will continue to gain importance as it connects with viewers on a deeper level and helps brands deliver impactful messages.
3. Celebrity Endorsement Trend - Celebrities will play a crucial role in brand campaigns as they help increase brand awareness, credibility and attract younger audiences.
Industry Implications
1. Beverage Industry - Beverage companies can use happiness and emotional advertising to differentiate their products and gain market share, while building a loyal fan base.
2. Sports Industry - Sports teams and organizations can partner with brands that promote happiness and positivity to align and further their values, while also creating engaging marketing campaigns.
3. Advertising Industry - Agencies and marketers can capitalize on the happiness marketing trend by creating campaigns that resonate with audiences, connect them with brands and generate buzz.
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