McEnroe vs McEnroe

FCB New York

Brand: Michelob ULTRA

Year: 2022

Michelob ULTRA believes “It’s Only Worth It If You Enjoy It.” And its messaging became especially relevant at a time when more and more athletes had begun to question whether a win-at-all-costs mentality brings them joy.

To shine a light on the subject and start a new conversation about joy in sports, we launched “McEnroe vs McEnroe,” the first-ever real vs. virtual tennis match, made to awe an idol and tennis fans alike, where John McEnroe — an athlete known for being tough on the court — reflected on his career and faced his toughest opponent: himself.

The real John McEnroe played virtual versions of himself from the 1970s and 1980s, powered by AR MetaHuman technology, and on a specially built tennis court — the first-ever half-real, half-virtual one. On the virtual half of the court, we projected McEnroe’s avatar onto a particle-mist screen, and on the physical half, custom-built the surface with acrylic fiber to resemble his favorite courts from the 1980s.

The program was a 60-minute media opportunity for Michelob ULTRA on ESPN that was broadcast in over 52 countries, reaching more viewers than the NBA Finals and boosting sales by 15%.