MICHELOB GUY
As every fan at the PGA Championship had a phone in hand trying to capture a photo or video of the greatest golfer in the world, one man was simply enjoying the moment with a Michelob ULTRA. Since Michelob ULTRA is all about enjoyment, we immediately jumped in and turned the viral moment into a campaign.
We signed the newly deemed “Michelob Guy,” created merch, designed a custom can, planned out appearances at future golf events, and our friends at Wieden even put him in a commercial.
Role: Senior Copywriter
AWARDS
Cannes | Silver | Social and Influencer: Food and Drink
Cannes | Shortlist | Social and Influencer: Brand Storytelling
Cannes | Shortlist | Social and Influencer: Breakthrough on a Budget
Cannes | Shortlist | Digital & Social: Real-time Response
Cannes | Shortlist | Entertainment for Sports: Influencer and Co-Creation
Cannes | Shortlist | PR: Breakthrough on a Budget
Cannes | Shortlist | Community
Clio Sports | Grand | Social Media
Clio Sports | Gold | PR
Clio Sports | Silver | Fan Engagement: Social Media
Clio Awards | Bronze | Social Media: Real Time Response
Clio Awards | Bronze | Social Media: Social Post
One Show | Shortlist | Social Media Post: Single
One Show | Shortlist | Social Media Post: Series
One Show | Shortlist | Non-traditional & Guerilla Marketing
One Show | Shortlist | Social Media - Real-time Response
Shorty Awards | Finalist | Community Management
Shorty Awards | Finalist | Earned Media
Shorty Awards | Finalist | Humor
Shorty Awards | Finalist | On A Shoestring
Shorty Awards | Finalist | Organic Promotion
Shorty Awards | Finalist | Real Time Response
Shorty Awards | Finalist | Instagram
Shorty Awards | Finalist | Twitter
Shorty Awards | Finalist | Wine, Beer, & Spirits
Shorty Awards | Finalist | Clapback
Shorty Awards | Finalist | Single Post or Activation
Andy Awards | Shortlist
SELECTED PRESS
INC | 3 Brand Lessons From the Michelob ULTRA Guy
Entrepreneur | Right Place, Right Time: You're About to See More of the PGA Championship's 'Michelob Ultra Guy'
Sporting News | Michelob Ultra puts fan who didn't film Tiger Woods teeing off front and center in new commercial
Food & Wine | A PGA Tour Spectator and His Beer Went Viral — Now He Has His Own Official Merch
Fox Sports | Man with STL ties holds beer behind Tiger Woods, lands major endorsement
CBS Sports | PGA Championship fan signs Michelob Ultra deal after screenshot with Tiger Woods goes viral
Front Office Sports | A Golf Fan Just Got A Deal With Michelob
GolfDigest | The PGA Championship Michelob Ultra guy now has his own line of Michelob Ultra merch
Golfweek | Remember the no-phone guy? Well, he signed a merchandise deal with Michelob Ultra
OUTKICK | VIRAL MICHELOB ULTRA GUY NOW HAS OFFICIAL MERCH & LIMITED EDITION CANS ON THE WAY
mashed | The Michelob Ultra Guy Just Became A Beer Legend
GolfMagic | TIGER WOODS FAN DUBBED "THE MICHELOB GUY" LANDS CONTRACT AFTER GOING VIRAL
CREDITS
Creative Director | Keslie Watts
Associate Creative Director | Tim Austin
Senior Copywriter | Pete Pirone
Copywriters | Kait Pennybacker, Justin Franklin
Art Director | Stephen Reisig
Designers | Carolina Benitez, Olivia Smith
Director of Strategy | Spice Walker
Senior Strategist | Christina Carreira
Senior Project Manager | Lindsay Chopin
Project Manager | Malik Sanders
VP, Marketing, Michelob ULTRA | Ricardo Marques
Head of Brand Communications, Michelob ULTRA | Talita Andrade
Brand Directors | Miles Ritenour, Alexis Unwalla
TVC created by Wieden + Kennedy