Observed Signal · Jul 20, 2026 · Creative Campaign · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
Creative Campaign / Sponsorship Market: Michelob Ultra Honors Messi with 'Tab Closed' Ad
Michelob ULTRA launched "Tab Closed," a short spot that tallies Lionel Messi’s 20-year FIFA World Cup career by turning a bar receipt into a running tally of goals, records and trophies. Created by Wieden+Kennedy New York and directed by Zak DeLange of Underhill Films with music by Ludovico Einaudi, the film ran nationally on Telemundo and across Michelob ULTRA’s social and digital channels and appeared on Times Square billboards; AB InBev also commissioned a mural by artist Andaluz in Little Argentina, Queens. Stats for the creative were supplied by Stats Perform, while Adweek cited System1 data showing Messi featured in 18 of 80 major World Cup campaigns (~22%). W+K creatives said the simple "bar tab" device lets Messi’s legacy speak for itself, and the work marks the brand’s final creative chapter tied to its FIFA World Cup 2026 sponsorship.
High-profile brand creative around the World Cup with cross-channel placements (social, broadcast, OOH) and measurement cited — noteworthy for marketers and creative teams but not industry-shifting.
Wichtigste Kernpunkte & Evidenz
- Michelob ULTRA released the "Tab Closed" campaign tallying Lionel Messi’s 20-year World Cup career.
- The spot was developed by Wieden+Kennedy New York, directed by Zak DeLange of Underhill Films, and features music by Ludovico Einaudi.
- It aired nationally on Telemundo and across Michelob ULTRA’s social and digital channels, and appeared on Times Square billboards; AB InBev commissioned a mural by Andaluz in Little Argentina, Queens.
- Stats used in the creative were supplied by Stats Perform; Adweek cited System1 data showing Messi appeared in 18 of 80 major World Cup campaigns (~22%).
- W+K framed the ad’s "bar tab" device to let Messi’s accomplishments speak for themselves; the work serves as the brand’s final creative chapter tied to its FIFA World Cup 2026 sponsorship.
Verknüpfte Unternehmen
6 verknüpfte UnternehmenWieden+Kennedy
Unabhängige globale Kreativ- und AdTech-Agentur für datengestützte Enterprise-Markenkampagnen und Omnichannel-Exekution.
“Created by Wieden+Kennedy New York and directed by W+K’s Zak DeLange, “Tab Closed” is a playful take on a bar tab....”
Stats Perform
B2B-Anbieter von Sportdaten, Analysen und Content-Technologien.
System1
Performance-Marketing-Plattform mit eigenen Medien und absichtsgesteuerter Monetarisierung.
“According to data provided to ADWEEK by audience measurement platform System1, he appeared in 18 of the 80 major World Cup campaigns tested ...”
Telemundo
US-amerikanischer spanischsprachiger Broadcaster und Digital-Media-Owner, der Premium-Inhalte und reichweitenstarke Werbemarktplätze für die spanischsprachige Zielgruppe in den USA bereitstellt.
“Michelob Ultra ran the creative on its digital and social channels and on Telemundo following the post-game show, as well as on billboards i...”
AB InBev
Globaler Brauereikonzern und Markenhersteller, der Bier und Getränke über etablierte Handels- und Vertriebskanäle vertreibt.
“The AB InBev brand also commissioned an artist named Andaluz to paint a mural of Messi in the Little Argentina area in Queens, New York....”
adidas
Globaler Sportartikelhersteller, der innovative Schuhe, Bekleidung und Accessoires im Direct-to-Consumer- und Großhandelssegment vertreibt.
“The figures put Messi in nearly a quarter (22%) of the biggest World Cup campaigns, including ads from top-tier FIFA sponsors Adidas, Michel...”
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