Pickleball Stars in Michelob Ultra's Super Bowl Ad

Michelob ULTRA is set to feature a new Super Bowl commercial titled "The ULTRA Hustle," which showcases Willem Dafoe and Catherine O'Hara as competitive pickleball players hustling for free beer. The 60-second ad, airing during Super Bowl LIX, also includes cameos from NFL legend Randy Moss, Olympic gold medalist Ryan Crouser, and WNBA superstar Sabrina Ionescu. The campaign aims to promote a playful yet competitive spirit and is part of a broader initiative by Michelob ULTRA to align itself with sports and active lifestyles. O'Hara expressed her excitement about the project, noting the enjoyable collaboration with Dafoe, who initially had no knowledge of pickleball. The ad reflects a growing trend in the U.S., where pickleball's popularity has surged significantly, with millions of players and thousands of courts established nationwide. Michelob ULTRA's vice president of marketing emphasized the brand's commitment to promoting an active lifestyle through this campaign, which will continue beyond the Super Bowl.