Michelob ULTRA
Tab Closed
Brand
ProjectTab Closed
Date
Jul 2026
Description
Michelob ULTRA presents 'Tab Closed,' a campaign set within the intimate confines of a classic tavern. Centered on the brand's association with Lionel Messi, the film utilizes cinematic, live-action techniques to bridge the gap between sports legacy and the beer category. The production, led by Wieden+Kennedy New York with Underhill managing production, features a moody, warm color palette that emphasizes the tavern's traditional atmosphere. The narrative captures the moment of service, integrating statistical callouts through post-production work from Company 3 New York and Preymaker, with sound design by Heard City.
Style
Horizontal, Cinematic, Moody, Warm
Industries
Alcoholic Beverages
Color
Chocolate
Jet Black
Background
Bar
Context
TVC / TV Commercial
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