AB InBev has relinquished its Super Bowl alcohol exclusivity this year but not its quest to be the alcohol brand star. If everyone is talking about the Michelob Ultra Super Bowl campaign, Wieden + Kennedy has succeeded in the brand’s aim. The loudly teased, star-studded Caddyshack take-off has launched, with Kenny Loggins’ I’m Alright to amp up the atmosphere and Serena Williams to spice up its celebrity and sex appeal.

The 60-second spot, New Members Day, features Williams as the new face of golf and Emmy-winning actor, Brian Cox, its past. Why golf? Michelob has sponsored the PGA since 1994. Why Caddyshack? To make a point about acceptance, change and inclusivity.

A second 30-second spot features PGA star, Rickey Fowler, and a shameless plug for Netflix’s docuseries, Full Swing, which Michelob Ultra sponsors.

Other stars in Michelob Ultra’s Super Bowl line-up are NBA player, Jimmy Butler; WNBA star, Nneka Ogwumike; soccer champion, Alex Morgan; boxer, Canelo Alvarez; and former NFL quarterback, Tony Romo.

AB InBev is also taking Sarah McLachlan to the game for Busch via The Martin Agency….

…and Kevin Bacon, for Budweiser in local markets via FCB New York.

Plus, FCB New York’s “Six Degrees of Budweiser” spot, voiced by Kevin Bacon, will run in local markets: