Campaign from GUT Mexico City is asking brands, media and social media: “What kind of pressure are we putting out there?”
Today, Michelob Ultra is addressing the enormous pressure athletes live with in its latest campaign, ‘UNDER PRESSURE.’ The campaign aims to raise awareness of the enormous weight that we put on the shoulders of athletes, especially the media, social media and from some brands.
Featuring three of the most pressured athletes in sports, Guillermo Ochoa, Arantxa Chávez & Isaac Nuñez, the spot opens with a depiction of them in different scenarios of enormous pressure until a question appears on the screen, asking: “What kind of pressure are we putting out there?” From here, a speech begins, focused on relieving the pressure that is read in different billboards, posters and advertising media. Finally, the commercial ends with the phrase, “In order to find your greatness, first you need to find your joy,” and closes with the brand’s slogan, “It’s only worth it if you enjoy it.”
“Stereotypes and demands in the world of sports make many people, even the athletes themselves, feel intimidated when they make the decision to seek a healthier life,” said Alejandro Gutierrez, premium brands director at AB InBev. “With this campaign, Michelob Ultra wants to remind us that everything we do is only worth it if we manage to enjoy it.”
In this campaign, Michelob Ultra calls on everyone who participates in sport – from commenters to even other athletes themselves – to reflect on this huge problem, and to understand that wherever there is negative pressure, there is an opportunity to do better, which reaffirms the brand’s platform: It is only worth it if you enjoy it.
AGENCY
AGENCY: GUT Mexico City
CCO & PARTNER: Nacho Ferioli
ECD: Ramiro Rodriguez Cohen
ECD: Ariel Abramovici
ECD: Bruno Acanfora
CREATIVE DIRECTOR / ART DIRECTOR: Jose Mario Muñoz
CREATIVE DIRECTOR / COPYWRITER: Rodrigo Del Oso
ACD: Diego López Oliva “Pájaro”
ACD: Diego Rojas “Brontis”
PRODUCER (ABI): Daniela Camacho y Diana Rodríguez
MANAGING DIRECTOR & PARTNER: Camila de Almeida Prado
GROUP ACCOUNT DIRECTOR: Elizabeth Reyna
ACCOUNT SUPERVISOR: Paulina Vogel
CSO: Samantha Hernández
STRATEGY DIRECTOR: Alejandra Margain
PRODUCTION
PRODUCTION HOUSE: Habitant / Stink
DIRECTOR: Douglas Bernardt
EXECUTIVE PRODUCER: Pablo Martiñá
PRODUCTION DIRECTOR: Lulú de la Chica
HEAD OF PRODUCTION: Antonio Thibaut
DP: Mauricio Padilha
POST PRODUCTION
POST PRODUCTION: Mosh TV
POST PRODUCTION COORDINATOR: Martha Caravantes
EDITOR: Rami D’Aguilar
ANIMADOR/A: Bernardo Brito / Bruno Vianna Costa
COLOUR CORRECTION: Osmar
MUSIC: Satelite
SOUND DESIGN: Satelite
CLIENT
CLIENT: Anheuser-Busch InBev
MARKETING VP: Fábio Baracho Martinelli
PREMIUM BRANDS DIRECTOR: Alejandro Gutierrez Cuellar
SENIOR BRAND MANAGER, MICHELOB ULTRA: Inés Garza Estrada Berg
BRAND MANAGER, MICHELOB ULTRA: Maria Del Carmen Velasco Reyes
MEDIA MANAGER: Daniel Carreño Aguado
COLLABORATING AGENCIES
DIGITAL AND SOME: VMLY&R
PR: TrendSétera
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