Michelob ULTRA Lap Of Legends

Michelob ULTRA’s platform “It’s Only Worth It If You Enjoy It” has long driven cultural relevance in sports.

To keep momentum, the brand entered the world of F1 with Lap of Legends, a one-hour TV special aired on BBC, AMC, Roku, and Amazon Prime.

Williams Racing’s Logan Sargeant faced off against AR and AI avatars of legendary drivers, celebrating the joy at the heart of racing. By blending real and virtual worlds, ULTRA didn’t just join the sport, it changed the way fans could experience it.