Michelob Ultra has given Messi a hero’s farewell. The idea by Wiede+Kennedy New York closes “the tab” on a spectacular World Cup career. The Official Beer Sponsor of the FIFA World Cup 2026’s Tab Closed transforms a bar tab into a running tally of Messi’s achievements across five World Cups – matches won, goals scored, tournament records accumulated and impact made.

The film was directed by Underhill Films director, Zak DeLange (half of directing duo, Behemoth), with music, Experience, by Ludovico Einaudi. Sports data company. Stats Perform. supplied the statistics used throughout the creative. Tab Closed made its video debut across Michelob ULTRA’s social and digital channels and aired nationally on Telemundo following the FIFA World Cup 2026 final.

The campaign also includes larger-than-life billboards in New York City’s Times Square featuring Messi alongside his tab and mural created by artist, Andaluz in Little Argentina, Queens.

Credits:
Client: Michelob Ultra
Client Team: Brendan Whitworth, Kyle Norrington, Ricardo Marques, Hugh Cullman, Ines Garza, Leah Saccoccio, Laura Ballantyne, Guillermo Sosa & Teresa Keeney

Creative Agency: Wieden+Kennedy New York
Chief Executive Officer: Neal Arthur
Chief Creative Officer: Karl Lieberman & Marques Gartrell
Creative Directors: Nik Reed & Will Binder
Copywriter: Borja Eizmendi
Art Director: Randy Diaz
Head of Production: Nick Setounski
Executive Producer: Lauren O’driscoll
Producer: Jessi Zhou
Chief Strategy Officer: Laura Rowan
Strategy Directors: Newman Granger & Zack Green
Account Directors: Stephanie O’Donnell & Emily Schein
Account Manager: Connor Layden
Account Executive: Britney Parada
Project Manager: Susie Kim
Business Affairs Managers: Karen Roche & Meg Mcginley

Production Company: Underhill
Director: Zak Delange
Partners: Dexter Brierley & Matthew Seger
Executive Producer: Alex Max
Head Of Production: Jessica Delvalle
Line Producer: Mark Forlenza
Production Supervisors: Alex Max & Natalie Eakin
Director Of Photography: Evan Burris Trout
1st AD: Howie Dewin

Post Production & VFX: Preymaker
VFX Supervisor: Jamie Scott

Grade: Company 3 New York
Colourist: Joseph Bicknell
Colour Producer: Casey Koster

Editorial: Work Editorial
Editor: Theo Mercado
Head of Production: Chris Delarenal
Executive Producer: Alejandra Alarcon

Music & Sound: Heard City
Sound Designer: Mike Vitacco
Assistant Producer: Nick Duvarney