Tab Closed

“Tab Closed” is a poignant sports marketing campaign launched by Michelob ULTRA to celebrate and honor the historic, 20-year World Cup career of soccer icon Lionel Messi. Developed by the prominent advertising agency Wieden+Kennedy New York and directed by Zak DeLange, the tribute commercial premiered on July 19, 2026, immediately following the conclusion of the 2026 FIFA World Cup final match between Argentina and Spain. As an official beer sponsor of the global tournament, the Anheuser-Busch InBev brand used the high-stakes moment to gracefully salute its global brand ambassador's legendary run on the world stage.
The creative concept of the campaign relies on a clever, bar-themed visual metaphor that itemizes the scale of Messi's international legacy. The commercial plays out like a physical bar receipt slowly scrolling upward, but instead of listing drink orders, the receipt tallies his extraordinary career milestones, including total matches won, goals scored, tournament trophies, and shattered world records. The spot concludes with Messi walking off the pitch as the tab is finalized and closed out for good, accompanied by Michelob ULTRA's signature brand tagline, "Superior is Worth Playing For".
To maximize impact, the campaign features a multi-platform media rollout that spans traditional broadcasts, digital channels, and large-scale experiential installations. Following its initial TV broadcast on Telemundo's post-game show, the brand launched a massive digital billboard takeover in Times Square, New York, to display the glowing receipt of accolades. Additionally, Michelob ULTRA commissioned street artist Andaluz to paint a custom commemorative mural of Messi in the "Little Argentina" neighborhood of Queens, ensuring the campaign left a lasting physical footprint in the city.