Peyton Manning is starring in a new Michelob Ultra social media video to promote Sunday's golf match with Tom Brady, Tiger Woods and Phil Mickelson, as the A-B brand is using "deepfake technology to superimpose the retired quarterback's face into a scene" from "Caddyshack," according to E.J. Schultz of AD AGE. The campaign comes from Wieden + Kennedy, N.Y. The Manning videos are "reminiscent of an ad American Express debuted in 2004 from Ogilvy & Mather" that showed Woods "playing Bill Murray's greenskeeper character, Carl Spackler, from the movie." Michelob Ultra VP/Marketing Ricardo Marques said that the TV ads were "shot just a few days ago" in Orlando. Schultz noted Capital One has the title sponsorship of "The Match: Champions for Charity," with Audi and Progressive "joining Ultra as presenting sponsors." Presenting partners are "paying around" $5M for the sponsorships. Michelob Ultra's plans also "include three TV ads that will run during the event" (ADAGE.com, 5/21).
DRIVE FOR SHOW: The biggest on-course challenge for "The Match" from Turner Sports this weekend is dubbed the "Michelob Ultra Hole In One Challenge." An ace by any player on the 8th or 16th holes triggers an additional donation of up to $25M by WarnerMedia. Turner also is rolling out the "Capital One Club Challenge" for the 5th hole, which will see each player play the par-4 at Medalist Golf Club using just one club; the winner gets an additional $250,000. Expect other challenges as part of the broadcast, including the "Barkley Bogey Challenge." If Charles Barkley can get a bogey or better on No. 18, he will earn a $200,000 contribution to COVID-19 relief (Andrew Levin, THE DAILY).
