McEnroe vs. McEnroe
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.
Michelob ULTRA believes “It’s Only Worth It If You Enjoy It.” And its messaging became especially relevant at a time when more and more athletes have begun to question whether a win-at-all-costs mentality brings them joy.
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 was picked up by ESPN, which broadcast it in 50+ countries. The program was a 60-minute media opportunity for Michelob ULTRA on ESPN, reaching more viewers than the NBA Finals.
FCB New York
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 120 offices in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG).
Credits
Client: AB InBev
Manufacturer: -
Brand: -
Designer: FCB New York
Country: United States
Photographs: © FCB New York
