With the World Cup just weeks away, the biggest brands on the planet are rolling out their advertising campaigns, but here in Canada—which will host its first World Cup match June 12— Labatt may be an early winner for how thoroughly it has adapted the Michelob Ultra Zero campaign for Canadian fans.
Along with a sweeping schedule of IRL activations and experiences, the brewer created a rare Canadian-ized ad featuring global superstars to promote the Ultra Zero, the brand’s non-alcohol beer.
Michelob dropped its ambitious hero spot “The Superior Match” on May 12. Developed by BBDO New York, the three-minute film features national team players from the US and Argentina in an elegant hotel lobby, coming face to face, stand-off style, around a cart of Ultra Zeros. American star Christian Pulisic challenges Lionel Messi, the most famous player in the world, to “play for the Ultras,” with the impromptu game kicking off around the guests and staff.
The spot includes cameos from Brazilian legend Ronaldo Nazario and Billy Bob Thornton—a hotel guest who is annoyed when the Michelob Ultra Zeros he ordered through room service do not arrive. (See the three-minute spot below.)
However, Labatt cut a 30-second version for Canada that subs in national team striker Jonathan David. David, who plays in Italy for Juventus, one of the largest clubs in the world, effectively replaces Pulisic and issues the challenge to Messi. Much of the match play from the long-form spot is maintained, but David scores a goal followed by a close-up of red-clad Canadian fans cheering wildly. Thornton does not appear in the Canadian spot though Ronaldo does.
“For us, adapting the global campaign for Canada was a no-brainer,” Natalie Lucas, head of above core brands at Labatt, told Campaign. “When the world’s biggest sporting event is coming to your own backyard, you have to show up in a way that feels true to the market.”
Michelob Ultra Canada was announced as the Official Beer Sponsor of Canada Soccer in April and David became a local ambassador for the beer.
“We knew Canadian fans needed more than a translated version of a global idea,” said Lucas. “They needed to see the home team, a Canadian player they’re proud of and a brand experience that reflected the energy building across the country.”
With the shoot taking place in Milan, David was there for production. “Jonathan’s involvement was very much real,” said Lucas. “He was part of the shoot, and that authenticity was important to the final work.”
Labatt will also run billboards featuring David, who will appear at a Michelob Ultra event just ahead of the World Cup to “play fans for an Ultra Zero.”
“With the tournament coming to Canada, it’s special to team up with Michelob Ultra Zero to share in the excitement with people in a way that feels more personal before the first match even begins,” said David, in a release.
Along with the advertising, Michelob is activating its team Canada sponsorship through a contest that gives fans a chance to present the Michelob Ultra Superior Player of the Match trophy, which will come at the conclusion of all 13 games played in Canada.
Michelob is also hosting fan experiences across Canada, with more than 20 stops nationwide where legal-drinking-age fans can watch live match feeds including at Canada Soccer House locations in Toronto, Vancouver, and Halifax. Across the country, fans can also visit Michelob Ultra beer garden takeovers, alongside opportunities to sample Michelob Ultra Zero at select touchpoints.
In Toronto and Vancouver, the brand will offer specific "superior access" on the ground. Toronto fans can access a dedicated fan zone at Toronto Stadium on game days, which opens three hours before kickoff and remains open two hours after the game is over. Toronto will also host the FIFA Fan Festival from June 11 to July 19 featuring match viewings and entertainment, and the Canada Soccer House will feature a live Michelob Ultra podcast studio streaming tournament conversations.
Vancouver fans will experience a Canada Line transit takeover from downtown and a presence along the "Last Mile" to the stadium gates on matchdays. Vancouver will also host its own FIFA Fan Festival at the PNE from June 11 to July 19 and offer extended matchday access at BC Place Vancouver three hours before kickoff and two hours after the final whistle.
Momentum developed a global vision for the brand experiences with Mosaic, Salt XC and draftline working on the Canadian IRL activations and Veritas handling PR and media.
“Across Canada House, FIFA Fan Festivals, stadium activations and our bar and restaurant network, we expect to reach more than three million consumers through in real-life experiences,” said Lucas.
Michelob Ultra Zero was only launched in Canada late last year and has enjoyed strong sales and early momentum, the World Cup is an important opportunity to reach many more consumers at an ideal moment.
“Sampling is especially important in no-alcohol beer, where taste is often what changes perception,” said Lucas. “Michelob Ultra Zero is brewed for those who enjoy an active lifestyle, and FIFA World Cup 2026 gives us a unique opportunity to introduce it to fans in high-energy, social environments where beer is already part of the occasion.”
