Michelob Ultra launches running fund with story of first woman to complete Boston Marathon
The AB In-Bev brand has partnered with the TCS NYC Marathon and NY Road Runners on the Michelob Ultra Run Fund
Description
Michelob Ultra launched a new running initiative at this year's TCS New York City Marathon, in a campaign that tells the story of Kathrine Switzer, the first woman to officially complete the Boston Marathon in 1967
A campaign video spotlighting Switzer's story aired during TCS NYC Marathon coverage on WABC. Created via Michelob Ultra's agency Gut Los Angeles and directed by Matt Hoffman of HB Films, it recreates the famous shocking incident in the marathon, where a race manager assaulted Switzer, trying to grab her bib number and remove her from the competition, in black and white footage, before turning to color to depict her eventual victory with real footage.
The spot promotes the new Michelob Ultra Run Fund. The multiyear fund will allow female and nonbinary runners a chance to win a bib to the 2023 TCS NYC Marathon. It will also provide training programs and resources for runners making their marathon debut, including an initiative called "Train Like a Pro Marathon Runner" where athletes will receive weekly training tips developed by Michelob Ultra-staffed coaches.
The AB In-Bev brand plans to continue the campaign spotlighting stories of other gender equality advocates.
"In 1967, I set out to prove that women could run distances and deserved to be included in marathons. Since then, major strides have been made but there is still work to be done," said Switzer in a statement "We're just getting started. Women have only been running competitively for the last 50 years, which is why it is so important for brands like Michelob Ultra to continue to take action and advocate for equality in sports."
The campaign also comes at the same time the marathon’s women’s division celebrates its 50th anniversary. The fund is an extension of the beer brand’s $100 million commitment to gender equality in sports and increased attention to fitness advertising.
Starting with the 2023 TCS NYC Marathon, the fund will expand to other races nationwide. This year’s race was held on Nov. 6.
"We believe in celebrating an active and balanced lifestyle and are proud to continue working with partners like New York Road Runners and the Women's Sports Foundation to bring our shared values to life,” said Ricardo Marques, VP of marketing at Michelob Ultra.
Credits
- Date
- Nov 08, 2022
- Client :
- Michelob Ultra
- Agency :
- Gut Los Angeles
- Creative Chairman Co-Founder :
- Anselmo Ramos
- Managing Director / Partner :
- Carmen Rodriguez
- Global Chief Client Officer :
- Carmen Rodriguez
- North America Chief Creative Officer :
- Juan Javier Peña Plaza
- North America Chief Creative Officer :
- Ricardo Casal
- Chief Creative Officer :
- Nacho Ferioli
- Global Chief Strategy Officer :
- Fernando Ribeiro
- Partner :
- Juan Javier Peña Plaza
- Partner :
- Ricardo Casal
- Partner :
- Nacho Ferioli
- Partner :
- Fernando Ribeiro
- Executive Creative Director :
- Ariel Abramovici
- Executive Creative Director :
- Bruno Acanfora
- Executive Creative Director :
- Ramiro Rodriguez Cohen
- Creative Director :
- Guido Donadio
- Creative Director :
- Sebastian Regiani
- Associate Creative Director :
- Tina Assadpour
- Senior Art Director :
- Aurelie Diaz
- Copywriter :
- Lauren Torres
- Head of Production :
- Renata Neumann
- Executive Producer :
- Jack Cutler
- Junior Producer :
- Emma Giorelli
- Head of Account :
- Joselyn Bickford
- Account Director :
- Akoma M'ba
- Management Supervisor :
- Manuela Castro
- Account Executive :
- Laila Houser
- Group Strategy Director :
- Bruno Steffen
- Strategist :
- Tierney Riccitelli
- Director of Creative Operations :
- Junia Parodi
- Vice President of Marketing :
- Ricardo Marques
- Senior Marketing Director :
- Talita Andrade
- Director of Digital Marketing :
- Miles Ritenour
- Director of Digital Marketing :
- Alexis Unwalla
- PR Lead :
- Jessica Thorpe
- VP Global Marketing :
- Pedro Adamy
- Global Marketing Director :
- Paige Dawes
- Global Director :
- Kelsey McInerney
- Production Company :
- HB Films
- Managing Partner :
- John Beveridge
- Director :
- Matt Hoffman
- Post Director :
- Mark Hoffman
- Head of Production :
- Bryce Hill
- Producer :
- Gwyn Fletcher
- DOP :
- Max Goldman
- 1st AD :
- Javier Vargas
- Production Manager :
- Heather Elliot
- Production Coordinator :
- Robin Magnet
- Editorial Company :
- Lost Planet
- Editor :
- Federico Brusilovsky
- Executive Producer :
- Gary Ward
- Assistant Editor :
- Doug Yablun
- Assistant Editor :
- Madi Emenheiser
- Colorist :
- Steven San Miguel
- Flame Artist :
- Tim Bird
- Sound Design :
- Charlie Keating
- Assistant Producer :
- Seyline Cuffy
- Sound :
- Lime Studios
- Mixer :
- Ben Tomastik
- Assistant Mixer :
- Kris Huayta
- Executive Producer :
- Susie Boyajan
- Producer :
- Cassie Underwood
- Music :
- Premier Music Group
- Original Music :
- Matthew Hollingsworth
- Music Supervision :
- Premier Music Group
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