This 2023 Clio Awards Grand winning entry titled 'McEnroe vs McEnroe ' was entered for Anheuser Busch Michelob ULTRA by FCB New York , New York. The advertising agency is part of the agency network: FCB and holding company: Interpublic Group. With a belief that “It’s only worth it if you enjoy it,” Michelob ULTRA developed boundary-breaking innovation to enable John McEnroe to face off against his legacy and embrace the joy he denied himself as a player. Lucky fans witnessed history as John McEnroe revisited his career, playing a real match, in the flesh, with a real crowd, against five virtual versions of himself from the past. Revolutionary technology created avatar versions of McEnroe from five career moments. A specially designed court with a particle-mist screen allowed the avatars to appear before John and the fans. Every move from avatar McEnroe was synchronized with an intricate robotic-return system, allowing McEnroe to play avatar McEnroe. For real. The crowd even engaged with McEnroe as he traded trash talk with his avatars. We didn’t just reinvent the live experience. We revolutionized it. Immersing fans in the action and serving up joy like it’s never been seen before. A select group of fans were able to witness McEnroe vs. McEnroe, live in person, at a specially built tennis event space. Following the filming of the outdoor event, McEnroe vs. McEnroe was first broadcast on ESPN, a partner synonymous with creating sports culture, and then made available for the rest of 2022 on ESPN’s streaming service, ESPN+. McEnroe vs. McEnroe has already surpassed all expectations. It’s been talked about in over 30 countries, has a 99% positive social sentiment, and ESPN liked it so much they gave us one hour of free media — showing the inherent cultural relevance and talkability of the idea. The media reaction has been beyond our expectations. With over 120 media placements, the sentiment is summed up by Sports Illustrated — “This could be the future of sports” — and Yahoo! — “Reinventing Sports Entertainment.” Importantly, the idea is also working for the brand. Since launch, organic searches for “Michelob ULTRA” have grown by 95%. And insight from the campaign is paving the way for revolutionary approaches in gaming and entertainment.