Why This Messi World Cup Tribute is Breaking the Internet

Lionel Messi’s legendary World Cup journey gets one final tribute in Michelob ULTRA’s “Tab Closed” campaign following the FIFA World Cup 2026. ⚽🐐

Created by Wieden+Kennedy New York and directed by Zak DeLange, the emotional Michelob ULTRA commercial celebrates Messi’s extraordinary 20-year FIFA World Cup career through a brilliantly simple bar-tab metaphor.

Instead of drinks, a scrolling receipt tallies the defining numbers of Lionel Messi’s World Cup legacy, from matches won and goals scored to trophies, records and unforgettable moments.

As the tab reaches its end, Messi walks away from the pitch and the receipt finally closes with Michelob ULTRA’s message:

“Superior is Worth Playing For.”

The “Tab Closed” campaign debuted following the 2026 FIFA World Cup Final between Argentina and Spain and expanded across digital, social and Telemundo. Michelob ULTRA also brought Messi’s historic “tab” to giant Times Square billboards and commissioned artist Andaluz to create a commemorative Messi mural in Little Argentina, Queens, New York.

⚽ Campaign: Tab Closed
🐐 Featuring: Lionel Messi
🍺 Brand: Michelob ULTRA
🏆 Event: FIFA World Cup 2026
💡 Agency: Wieden+Kennedy New York
🎬 Director: Zak DeLange

From his first World Cup to his final tournament, few careers have left a footprint quite like Messi’s.

Where does Lionel Messi rank among the greatest footballers of all time? Share your thoughts below. 👇

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#tabclosed