Anheuser-Busch
SUPERIOR ANYWHERE
The 2026 New York Knicks playoff run was magical and historic. It ignited a fanbase that has been starved of a championship for 53 years, and united a city in a way that we will never see again. As the official beer of the New York Knicks, Michelob Ultra had the opportunity of a lifetime to build organic voltage for the brand and place itself in history. As a life long Knicks fan I got the opportunity to create the campaign that celebrated its title run.
CREATIVE DIRECTION | COPYWRITING | STRATEGY | TV COMMERCIAL | DESIGN | OHH | SOCIAL MEDIA | POCM
THE STRATEGY
As the Knicks playoff streak started, one thing was clear. Knicks fans travel. Taking over every arena where the Knicks played. They flipped the “home court advantage” to their favor. As the Superior Light Beer, and official sponsor of the Knicks , Michelob ultra Knew exactly what to do. Update its iconic tagline to fit this historic moment. That's where SUPERIOR ANYWHERE was born.
It gave a New York attitude that matched Michelob Ultra's tone of voice. This attitude immediately was reflected on the on court play. This Knicks team was going to be superior, no matter where they played, what the pundits said, what the opposing teams and fanbases did. This was their year.
THE OOH
As the Knicks were closing out the 76ers in Philadelphia I knew we needed a high impact way to celebrate the Start of the Eastern Conference finals. And there is no more iconic place than taking over the mecca, Madison square garden. We converted all of our remaining OOH inventory at and around Madison Square Garden to our Superior anywhere versions.Not only was it something that greeted every KNicks, and Cavs fan on their way in, it was a presence during the watch party during the game, as well as being part of the celebration after every win. And once they swept the Cavs we extended the run into the finals.
THE SOCIAL
When the Knicks made it to the finals, we knew we had to do something special. Not only was this an iconic match up of 2 great NBA franchises both with bright futures but it was also a rematch of the 1999 Finals.
So on the eve of Game 1 we launched ‘99 to ‘24 throwback ticket swap, which celebrated the 1999 rematch by giving tickets to the finals for every fan who showed a picture of their ticket stub from the 1999 series.
Then we set up a real time time social campaign that would go live directly after every game. We scenario planed and cam up with headlines that paid off of the Superior anywhere campaign and also ultras overall tone of voice. Then matched it with some iconic imagery and our brand marks
THE TIP-IN
Lightning struck twice with the OG Anunoby tip-in to win Game 4. The most impactful single play in Knicks history happened framed by the michelob ultra logo on the court, Seen live by 23 million fans.
It went instantly viral, and is permanently embedded into the memory of every Knicks and NBA fan.
We immediately went to work that night creating additional social assets, and expanding OOH graphics, and media buys. The next day all our OOH around MSG and throughout the city were updated with the iconic photo.We even took over Times Square, during the middle of all the world cup activations.
THE CELEBRATION
Michelob Ultra was the first one to congratulate and celebrate with Knicks nation with their Television commercial that aired directly after they won. Narrated by Knicks legend Walt “Clyde” Fraizer.
Then we were in the locker room for the celebration. Giving out Utra branded goggles to every player as the Michelob Ultra was forever part of the money that Knicks fans have been waiting 53 years for. But we didn't stop there. As the official parade sponsor, we once again increased our OOH buy, and took over the parade route. We also fully converted our trade program in the New York area to include posters and glass wear branded with superior anywhere.
