Michelob ULTRA: Lap of Legends
As a Williams Racing sponsor, Michelob ULTRA wanted to move beyond traditional logo placement to drive deeper engagement with F1 fans. FCB New York was tasked with creating a breakthrough entertainment property that celebrated the brand's 'It's Only Worth It If You Enjoy It' philosophy. The goal was to connect F1's legendary past with its high-tech future to reach a global audience.
Creative Idea
Raced a real Formula 1 driver against AI avatars of historical legends using augmented reality.
Michelob ULTRA staged the first real-vs-virtual Formula 1 race, using AI and augmented reality to let Logan Sargeant compete against six legends. By turning 45 years of data into a live spectacle, they proved that the joy of racing is timeless.
Results
The campaign achieved 19M+ viewers, which was higher than the F1 season opener. It generated 4.5 Billion+ global impressions and was broadcasted in 31 countries across networks like AMC, BBC, and Roku Channel. It received significant earned media coverage from outlets including Forbes, The Guardian, NBC Sports, and Sports Illustrated, and was featured on late-night television by Jimmy Kimmel.
4.5B+
global impressions
19M+
viewers
31
countries broadcasted
Strategy Technique
Turn Data Into Drama
By weaponizing 42.3 million data points from 45 years of racing history, the brand transformed dry statistics into a high-stakes, prime-time television event that captured global attention.
Explore Technique
Creative Technique
Cutting-edge Tech
The campaign utilized advanced AI, machine learning, and AR to recreate the driving styles of historical legends. This technology allowed a real driver to interact with virtual competitors in real-time at 200mph.
Explore Technique
Craft Breakdown
The campaign's excellence lies in its seamless integration of advanced technology and sports entertainment, creating a tangible bridge between history and the present.
The creation of a real-time AR racing environment using race-grade GPS and AI-driven historical data is a massive technical feat.
The complex data of 45 years of F1 history is translated into clear, visually compelling on-screen graphics and racer profiles.
The use of high-speed tracking shots and POV cameras captures the visceral speed of the race while integrating digital elements.
Staging a live event that functions as both a high-stakes race and a broadcasted television special is a masterclass in brand experience.
The synergy between the high-tech AR execution and the emotional weight of F1's history creates a unique entertainment property that transcends traditional advertising.
