In a world of artificial seltzers, we hired artificial celebrities.
To break through a saturated, lookalike category, Michelob ULTRA Organic Seltzer made its Super Bowl debut with what looked like the most A-list cast of the year: Usher, Serena Williams, Megan Fox, Stallone, Maluma, Lucy Liu, and Christopher Walken. Then the twist unfolded. Every single one of them was a lookalike. Even Don Cheadle turned out to be Don Cheadle’s brother.
The idea was simple. If most hard seltzers are filled with fake flavor, we’d fill our ad with fake stars. A category truth, turned cultural bait.
The only thing real? Michelob ULTRA Organic Seltzer, USDA-certified organic, with no artificial aftertaste.
The spot sparked conversation, confusion, and curiosity. And it worked:
#1 most-watched alcohol ad of Super Bowl LV
140M+ impressions in the first week
A 50% lift in brand awareness post-game
And a 100% real product people still talk about
A seltzer so real, it made everything else look fake.