Michelob ULTRA

McEnroe vs McEnroe

Agency: FCB New York


This 2023 Clio Awards Grand winning entry titled 'McEnroe vs McEnroe ' was entered for Anheuser Busch Michelob ULTRA by FCB New York , New York. The advertising agency is part of the agency network: FCB and holding company: Interpublic Group.

With a belief that “It’s only worth it if you enjoy it,” Michelob ULTRA developed boundary-breaking innovation to enable John McEnroe to face off against his legacy and embrace the joy he denied himself as a player.

Lucky fans witnessed history as John McEnroe revisited his career, playing a real match, in the flesh, with a real crowd, against five virtual versions of himself from the past.

Revolutionary technology created avatar versions of McEnroe from five career moments. A specially designed court with a particle-mist screen allowed the avatars to appear before John and the fans. Every move from avatar McEnroe was synchronized with an intricate robotic-return system, allowing McEnroe to play avatar McEnroe. For real.

The crowd even engaged with McEnroe as he traded trash talk with his avatars.

We didn’t just reinvent the live experience. We revolutionized it. Immersing fans in the action and serving up joy like it’s never been seen before.

A select group of fans were able to witness McEnroe vs. McEnroe, live in person, at a specially built tennis event space.

Following the filming of the outdoor event, McEnroe vs. McEnroe was first broadcast on ESPN, a partner synonymous with creating sports culture, and then made available for the rest of 2022 on ESPN’s streaming service, ESPN+.

McEnroe vs. McEnroe has already surpassed all expectations. It’s been talked about in over 30 countries, has a 99% positive social sentiment, and ESPN liked it so much they gave us one hour of free media — showing the inherent cultural relevance and talkability of the idea.

The media reaction has been beyond our expectations. With over 120 media placements, the sentiment is summed up by Sports Illustrated — “This could be the future of sports” — and Yahoo! — “Reinventing Sports Entertainment.”

Importantly, the idea is also working for the brand. Since launch, organic searches for “Michelob ULTRA” have grown by 95%.

And insight from the campaign is paving the way for revolutionary approaches in gaming and entertainment.

This professional campaign titled 'McEnroe vs McEnroe' was published in United States in July, 2023. It was created for the brand: Michelob ULTRA, by ad agency: FCB New York. This Integrated medium campaign is related to the Alcoholic Drinks and Sports industries and contains 2 media assets. It was submitted 3 months ago.


Agency Network FCB
Holding Company Interpublic Group
Production Company FCB New York, New York
Advertiser Brand FCB New York, New York
Advertising Agency FCB New York, New York
Entrant Company FCB New York, New York
Public Relations Agency 3 PM
Public Relations Agency Unit 9
Full Service Anheuser Busch Michelob ULTRA, New York
Production Company (additional) Falkon
Editing Secret Guy
Music/Sound Company JSM Music
Post Production Company Sonic Union
Animation Company Notan Studio
Post Production Company NTropic
Post Production Company Chapeau
Chief Creative Officer Gabriel Schmitt / FCB New York
Chief Creative Officer Michael Aimette / FCB New York
Worldwide Creative Partner Danilo Boer / FCB New York
Executive Creative Director Samira Ansari / FCB New York
Executive Creative Director, Art & Design Sy-Jenq Cheng / FCB New York
Creative Director Alexandre Abrantes / FCB New York
Creative Director Jay Marsen / FCB New York
Creative Director Lex Beltrone / FCB New York
Associate Creative Director Thomas Mori / FCB New York
Associate Creative Director Simon Dolsten / FCB New York
Associate Creative Director James Meiser / FCB New York
Director of Integrated Production Adam Isidore / FCB New York
Senior Integrated Producer Pim Leeuwenkamp / FCB New York
Senior Integrated Producer Marissa Lando / FCB New York
Director of Business Affairs Janice Katz / FCB New York
Archival Producer Lizzy McGlynn / FCB New York
Senior Production Talent Manager Janet Merone / FCB New York
Traffic Manager Mary Beth Parton / FCB Global
Senior Content Creator Adam Nelson / Lord + Thomas
Senior Editor and Animator Breithner Monteiro / Lord + Thomas
Editor & Animator Chris Monteiro / Lord + Thomas
Senior Editor Mitch Schreiber / Lord + Thomas
Studio Director Liz Ludden / Lord + Thomas
Integrated Producer Doria Lacey / Lord + Thomas
SVP Studio Director Roman Mendez / Lord + Thomas
Senior VFX Artist Anj Puglise / Lord + Thomas
VFX Artist Tom Mackey / Lord + Thomas
VFX Artist Kathleen Chee / Lord + Thomas
VFX Artist Derek Viramontes / Lord + Thomas
SVP, Group Account Director Megan Bundy / FCB New York
SVP, Group Account Director Diana Gonzalez Cash / FCB New York
VP, Account Director Ashley Read / FCB New York
Account Supervisor Logan Butler / FCB New York
Account Supervisor Joe Labuz / FCB New York
Senior Project Manager Abby Kiefer / FCB New York
Strategy Director Jamie Rutherford / FCB New York
Senior Strategist Michael Schonfeld / FCB New York
Chief Marketing Officer Benoit Garbe / Anheuser Busch
Vice President, Marketing Ricardo Marques / Anheuser Busch
Head of Marketing Communications Talita Andrade / Anheuser Busch
Director of Digital Marketing & E-Comm Miles Ritenour / Anheuser Busch
Director or Sports Marketing & Partnerships Dylan Ruby / Anheuser Busch
Director, Marketing Communications Jessica Thorpe / Anheuser Busch
Director of Digital Marketing Alexis Unwalla / Anheuser Busch
Brand Director Kerry Scalora / Anheuser Busch
Vice President, Consumer Connections Spencer Gordon / Anheuser Busch
Head of Media Anheuser Busch / Anheuser Busch
Senior Media Manager Lindsay Marzocca / Anheuser Busch
Media Manager Bridget Inglima / Anheuser Busch
Global Head of Marketing Chris Jones / Anheuser Busch
Global Marketing Director Paige Dawes / Anheuser Busch
Senior Vice President Jim Sias / 3 PM
Senior Vice President Peter Martin / 3 PM
Senior Manager Lemondria Hobbs / 3 PM
Account Direction, Media Relations Jackie Baez / 3 PM
Creative Partner Michelle Craig / Unit 9
Director of Production Mindy Lubert / Unit 9
Production Lead Sarah Barson / Unit 9
Executive Creative Director Yifei Chai / Unit 9
Creative Director Jame Medcraft / Unit 9
Executive Producer Phil Erney / Unit 9
Creative Director & Co-Director Ryan Bucci / Falkon
Technical Director & Co-Director Davey Sherwinter / Falkon
Executive Producer Matt Cohen / Falkon
Director of Photography Bernard Hunt / Falkon
HOP & EP of Live-Action Matias Letelier / Falkon
Production Manager Nikil Shyam Sunder / Falkon
1st Assistant Director Kevin Murphy / Falkon
EOC of Live Switching Sean Smith / Falkon
Post-Production Supervisor Shannon Peiper / Falkon
Editor Bill Cramer / Secret Guy / Secret Guy
VFX Executive Producer Graham Holly / Secret Guy
VFX/Flame Artist Colin Stackpole / Secret Guy
Colorist Matt Rosenblum / Secret Guy
CEO/CCO Joel Simon / JSM Music
VP/Executive Producer Jeff Fiorello / JSM Music
Senior Producer Norm Felker / JSM Music
Senior Producer Andrew Manning / JSM Music
Producer Sharon Cha / JSM Music
Sound Designer/Mix Engineer Julienne Guffain / Sonic Union
Head of Production Patrick Sullivan / Sonic Union
Producer Robbie Herrera / NTropic
2D Compositing Lead Aidan Jung / NTropic
2D Compositing Mike Roy / NTropic
2D Compositing Joe Chiao / NTropic
VFX Supervisor - Creative Lead / Partner Ben Looram / Chapeau
Managing Director / Partner Karuna Venter / Chapeau
Creative Director / MGFX + Design Lauren Mayer-Beug / Chapeau
Operations & Legal Manager Melissa Ashkin / Chapeau
Lead Flame Artist Shane Zinkhon / Chapeau
Flame Artist Ted Stanley / Chapeau
Flame Artist Tegan Arnold / Chapeau
Colorist Anthony Harris / Chapeau
Manager, Pipeline - Technology Mark Wright / Chapeau
Head of Production Nicole Radford / Chapeau
Executive Producer Alex Kim / Chapeau
VFX Producer Nicole Visram / Chapeau
IT / Desktop Support Jacob Crook / Chapeau
Studio Coordinator Walter Chism / Chapeau


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