"The brand believes in a balanced active lifestyle," GUT L.A. The commercial broke online and during TV coverage of the New York City Marathon on Nov. GUT's offices in Los Angeles, Miami and Mexico contributed to the initiative, part of Ultra's broader "It's Only Worth It If You Enjoy It" platform. But if I kept going, my last step in this race would become the first step for millions."Īctress Victoria Elder portrays Switzer, and the spot concludes with contemporary color footage and text directing viewers to a site with information about the fund. If I quit, this picture would tell the world that women shouldn't run. I realized that I was running a bigger race. When I thought about quitting, something made me keep going.
"I couldn't imagine someone would try to push me out of the race. "I knew it was considered a marathon for men only, but I just wanted to run," Switzer says in the ad. The spot touts Michelob Ultra's Run Fund, which offers women and non-binary people road-race training, plus the chance to win a free bib and compete in the 2023 TCS New York City Marathon. It also includes a glimpse of the iconic Record-American photograph. The photo captured her courage and determination, branding Switzer's tormenter as a poster-boy for gnat-brained haters out of step with the times.Ī mostly black-and-white :60 from agency GUT and director Matt Hoffman faithfully recreates that harrowing episode.
That unsettling image shows Semple attempting to tear off Switzer's race I.D.
Press photographers snapped images of the attack, the most famous of which ran in the Boston Record-American. Her boyfriend, a world-class hammer thrower also running the marathon, knocked Semple to the ground. On that day 55 years ago, near the five-mile mark in the suburbs west of Boston, a race manager named Jock Semple charged onto the course and physically assaulted Switzer.
And now, her story informs an initiative from Michelob Ultra to encourage women and non-binary folks to enter marathons. That was a historic achievement, paving the way for women athletes to break barriers for years to come. On April 19, 1967, Kathrine Switzer became the first woman to officially finish the Boston Marathon, running 26.2 miles in 4 hours and 20 minutes.
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