In a world of artificial seltzers, we hired artificial celebrities.

To break through in a saturated, lookalike category, Michelob ULTRA Organic Seltzer made its Super Bowl debut with a celebrity-packed spot—or so it seemed.

The commercial opened with what looked like the most A-list cast of the year: Usher, Serena Williams, Megan Fox, Stallone, Maluma, Lucy Liu, and Christopher Walken. But as the spot unfolded, so did the twist. 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 highlight it by filling 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.