Michelob ULTRA

Joy Has Always Been The Ultimate Trophy

Agency: GUT


Since the beginning of sport, the pressure to win has been a constant burden for athletes. For people who love the game they play, this pressure often consumes them, causing resentment, unnecessary injuries, and in recent cases, even early retirements. It’s because of this mindset that Michelob Ultra, a beer brand with a focus on sports and fitness, has spent the last several years challenging that status quo with their “It’s Only Worth It If You Enjoy It” platform, questioning if the world’s most elite athletes are happy because they win, or win because they are happy.
In the latest iteration of its ongoing platform, Michelob Ultra highlights its superstar roster of athletes in their highest moments of athletic achievement, showing that when the work pays off and the game has been won, the ultimate trophy is not the piece of metal in their hands. Instead, it’s the smile on their faces.

This professional campaign titled 'Joy Has Always Been The Ultimate Trophy' was published in United States in March, 2022. It was created for the brand: Michelob ULTRA, by ad agency: GUT. This Print medium campaign is related to the Alcoholic Drinks industry and contains 5 media assets. It was submitted about 2 years ago.


Advertising Agency: GUT


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