FCB New York

Brand: Michelob ULTRA

Year: 2022

Michelob ULTRA started a new conversation about joy in sports with a technological breakthrough: the first-ever real vs. virtual tennis match, made to awe an idol and fans alike.

Celebrating an icon like John McEnroe is a powerful way to dramatize Michelob ULTRA's brand point of view, “It’s Only Worth It If You Enjoy It.” This messaging became especially relevant at a time when more and more athletes had begun to question whether the win-at-all-costs mentality started to take the joy away from sports.

With “McEnroe vs McEnroe,” Michelob ULTRA helped shine a light on the subject by bringing John McEnroe, an athlete known for being tough on the court, to reflect on his career and face his toughest opponent: himself.

The real John McEnroe played virtual versions of himself from the 1970s and ’80s, powered by AR MetaHuman technology, and on a specially built tennis court — the first-ever half-real, half-virtual one. On the virtual half of the court, we projected McEnroe’s avatar onto a particle-mist screen, and on the physical half, we custom-built the surface with acrylic fiber to resemble his favorite courts from the 1980s.

The event, which became a 60-minute media opportunity for Michelob ULTRA, was picked up by ESPN, which broadcast it in over 52 countries.