# Emotional Father Figure Ads Michelob ULTRA's Dear #ULTRADAD Ad Thanks Mentors, Coaches and More By Jana Pijak | Published 2019-06-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/michelob-ultra References: [youtube](https://www.youtube.com/watch?v=Z0MfnCjvF7k) & [michelobultra](https://www.michelobultra.com/home.html) 'Dear #ULTRADAD' is an emotional ad launched by beer brand [Michelob ULTRA](https://www.trendhunter.com/trends/michelob-ultra1). The commercial was launched last year just in time for Father's Day and spotlights father figures who are presented with a letter of thanks from those who want to show their appreciation. Featured are a coach, a mentor and a stepdad who read each letter with tears in their eyes. Aiming to celebrate father figures that helped shape individuals -- with not just biological dads featured -- Michelob ULTRA's compelling commercial is [emotional, heartfelt and inspiring](https://www.trendhunter.com/trends/a-real-boost). The ad was shared alongside a #ULTRADAD hashtag which invited consumers to share who inspired them on their social media channels. In addition, the beer brand donated $1 from every sale during the holiday to Up2Us Sports -- a [coaching and mentorship organization](https://www.trendhunter.com/trends/bbbsa) which provides training opportunities to help better the lives of youth while encouraging youth. . ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 26% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Celebrating Father Figures:** Michelob ULTRA's emotional ad showcases the importance of father figures and presents an opportunity for brands to celebrate and honor non-traditional fathers and mentors. - **Emotional Advertising:** Emotional advertising, as demonstrated by Michelob ULTRA, can create a strong emotional connection with consumers and inspire action. - **Cause Marketing:** Michelob ULTRA's partnership with Up2Us Sports highlights the potential for cause marketing in the beer industry and the impact of donating a percentage of sales to a charitable organization. ### Sectors Adopting This - **Beer:** The beer industry can leverage emotional advertising to create a deeper connection with consumers and support charitable causes through cause marketing. - **Sports Coaching and Mentorship:** The coaching and mentorship industry presents an opportunity for partnerships with brands looking to support youth and create meaningful social impact through charitable donations. - **Father's Day Marketing:** Brands can capitalize on Father's Day to celebrate and honor non-traditional fathers and father figures, as demonstrated by Michelob ULTRA's #ULTRADAD campaign. ## Related on Trend Hunter - [Fathers Day Short Films](https://www.trendhunter.com/trends/care-makes-a-dad.md) - [AI-Generated Fatherhood Campaigns](https://www.trendhunter.com/trends/glenlivet-fathers-day-campaign.md) - [Celebratory Beverage Ads](https://www.trendhunter.com/trends/legendary-stories.md) - [Parent-Honoring Olympic Campaigns](https://www.trendhunter.com/trends/parents-of-team-canada-athletes.md) - [Parenthood Beer Campaigns](https://www.trendhunter.com/trends/cheers-to-parenthood.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Redesigned Father's Day Cards](https://www.trendhunter.com/trends/fathers-day-redesign.md) - [Exclusive Olympic Beer Sponsors](https://www.trendhunter.com/trends/michelob-ultras.md)