Golf has had a rough few weeks. Top golfers such as Jordan Spieth and Rory McIlroy pulled out of the Olympics in Rio, putting a damper on the sport's return to the Games after a 112-year absence.
Then last week Nike said it was getting out of the golf equipment business. That led to widespread media coverage about how, as the New York Post put it, "Americans are losing interest in playing golf -- and it's taking its toll on business."
It is against this backdrop that Michelob Ultra today is launching an ad that seeks to inject a little excitement into the game -- soccer style. The ad, by FCB, Chicago, shows pro golfer Scott Langley sinking a putt. But instead of using the hushed voice of your typical polite golf announcer, the ad dubs in the raucous voice of renowned Brazilian soccer announcer Nilson CÃ©sar. Because what better way to promote Olympic golf when it comes to soccer-crazed Brazil?
A 30-second version of the spot will run during the Olympics on NBC and onGolf Channel. A 42-second version (above) will run online with paid support.Anheuser-Busch InBev is an official sponsor of the United States Olympic Committee. Mich Ultra is a sponsor of the PGA Tour and Champions Tour.
As part of the campaign, Ultra will encourage fans to share their best golf video for a chance to receive their own soccer-inspired version. People can enter on Facebook, Twitter and Instagram by using the hashtag #ULTRAgolf and directing it to @MichelobULTRA.
So what exactly did Mr. CÃ©sar say? Here is a translation provided by the brand:
He shot from far away! It's a low one. The lawn is wet. Very wet! Root for it. Look at the goal! Root for it, Brazil! Oh boy, oh boy! Look at the goal! Look at the goal, look at the goal! Oh! Blow it in, Brazil! Push it! Blow it! It's there, it's there, it's there, it's there, it's there! Look at the goal! Look at the goal, look at the goal! Look at the goal! Look at the goal, look at the goal! GOAAAAAL!
Elsewhere, Michelob Ultra has launched another ad continuing the brand's association with sport and working out that first broke in its Super Bowl campaign. The spot, "Workout Face," set to Tony Bennett's "Put on a Happy Face," shows people going "the extra mile" in the gym before enjoying some beer with friends. Wall Pfister at Reset directed.