Michelob Ultra | Lap of Legends

No sport is more intense than Formula 1, which takes an incredible toll on its drivers. Michelob ULTRA, a brand committed to highlighting the importance of joy, wanted to remind driver Logan Sargeant of Williams Racing to enjoy the ride. So they created the impossible: The first real vs. virtual F1 race.

Held at the iconic Silverstone circuit, this race featured Logan in his real car taking on the most advanced AI racers ever developed. Mario Andretti. Nigel Mansell. Alain Prost. Damon Hill. Jacques Villeneuve. And Jenson Button. All engineered to react to Logan’s every move – and to each other. And all viewable through Logan’s first-of-its-kind augmented reality-powered helmet.This helmet was connected live to our broadcast cameras, so fans saw everything Logan saw in real time during this one-hour television event on BBC America, AMC and Roku TV.

This campaign is the latest initiative under Michelob ULTRA’s “It’s Only Worth It If You Enjoy It” platform. This positioning has allowed a low-carb, low-calorie beer to enter the world of sports, proving that it’s OK to have an active lifestyle and still enjoy a beer afterward.

Client : Michelob Ultra
Agency : FCB New York
Categories : Branded Entertainment | Experiential | Digital Innovation