
MICHELOB ULTRA | THE STARE
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Paralympic athletes have to overcome more barriers when it comes to competing. That’s why finding joy becomes more valuable. And here’s Josh Pauls, a gold-medalist sled hockey player who fully embraces his nickname - Mr. Potato Head. And what's more absurd is that he has a pre-game ritual where he puts Mr. Potato Head in his locker room facing the opponents’ locker room. So our new Milan 2026 film will show all the effort for Josh and his crew’s effort and drama just to make Mr. Potato Head face the right way.
PITCH DECK
OOH
Instead of conventional outdoor ads featuring athletes, we’ll feature Mr. Potato Head staring at the opponent’s locker room all over Milan.
ACTIVATION