Michelob ULTRA has returned to the Super Bowl stage with a high-energy commercial that merges two of America’s most celebrated events: the Super Bowl and the Olympic Winter Games. The 60-second spot, titled “The ULTRA Instructor,” stars Hollywood legend Kurt Russell and actor Lewis Pullman making their Super Bowl commercial debuts along with Olympic gold medalist Chloe Kim and NHL champion T.J. Oshie. Filmed on snowy slopes, the ad is directed by Joseph Kosinski, known for his work on Top Gun: Maverick and Formula One movies. This campaign amplifies Michelob ULTRA’s message of competition and excellence right as the eyes of the nation turn to February’s biggest sporting spectacles.
Championing Team USA, Michelob ULTRA’s Super Bowl spot reinforces the brand’s “Superior Is Worth Playing For” platform, showcasing that competitive spirit thrives in all settings, whether a first-time skier or a gold medal finalist. This marks Michelob ULTRA’s commitment as the official beer sponsor of Team USA and highlights its role at the intersection of sports and culture.
Inside “The ULTRA Instructor” Commercial
The commercial follows Kurt Russell playing an authoritative ski instructor who trains Lewis Pullman’s character on unlocking his competitiveness to outshine friends when Michelob ULTRA is on the line. Set against the picturesque slopes of Park City, the spot features the iconic track “The Eye of the Tiger” by Survivor, underscoring the evolving intensity as Pullman rises to challenge even Olympic-level competitors.
The narrative, deeply rooted in Michelob ULTRA’s theme “Superior Is Worth Playing For,” encourages viewers to embrace their inner competitor during friendly contests—whether on the snowy slopes of Park City or the Milano Cortina Olympic venues. The commercial positions a Michelob ULTRA beer as the ultimate prize that elevates the stakes and fun of any competition.
Kurt Russell commented on the experience, saying,
“It was a real treat to make my first-ever Super Bowl commercial and doing it with Michelob ULTRA was great. My character showcases how a coach, or an instructor, can help motivate an athlete to unlock their competitive spirit and achieve victory — whether that’s impressing friends on the slopes to win ULTRA’s or going for Olympic gold. I’m excited for fans to see this, especially as we head into the pinnacle of sporting competition with the Super Bowl and the Olympic Winter Games.”
Michelob ULTRA’s Exciting “Race to the Finish” Fan Engagement
To extend the excitement beyond the commercial, Michelob ULTRA has launched the “Race to the Finish,” an interactive campaign inviting fans aged 21 and over to participate via social media. The contest rewards followers with prizes including signed props and merchandise featured in the spot, tickets to upcoming sports events, and Michelob ULTRA products through the brand’s Superior Access experience.
Michelob ULTRA’s Vision for a Superior Year in Sports
Looking ahead, Michelob ULTRA anticipates a landmark year in sports entertainment. The brand will continue to play a major role in 2026’s biggest events, including Super Bowl LX, the Olympic Winter Games Milano Cortina, and the FIFA World Cup. This ongoing presence aligns with Michelob ULTRA’s more than two decades of supporting an active, social lifestyle woven into these epic sporting moments.
Olympian and NHL champion T.J. Oshie reflected on the commercial’s significance:
“As an Olympian, it’s incredible to see Team USA and hockey represented in Michelob ULTRA’s Super Bowl commercial, especially as we head toward the Olympic Winter Games. The spot combines two iconic sports moments and showcases the same drive and competitive spirit I embodied on the ice for years. I can’t wait for fans to see it.”
Michelob ULTRA Strengthens Ties with Team USA and USA Hockey
In 2024, Michelob ULTRA became the official beer sponsor of Team USA for the Olympic and Paralympic Games in Paris 2024, Milano Cortina 2026, and Los Angeles 2028. This partnership integrates the brand with America’s competitive spirit through multiple touchpoints, from Super Bowl commercials to Olympic closing ceremonies.
The collaboration also includes Michelob ULTRA’s first sponsorship of USA Hockey, featuring prominent players Brady and Matthew Tkachuk, brothers and St. Louis natives. This alliance is complemented by a robust Team ULTRA roster, new creative campaigns, Olympic-inspired packaging, and immersive fan experiences that celebrate iconic sports milestones.
About Michelob ULTRA and Anheuser-Busch’s Legacy
Since its introduction in 2002, Michelob ULTRA has grown to become America’s top-selling and fastest-growing beer brand. Known for its low-calorie, low-carbohydrate profile, it appeals to drinkers who seek balance between fitness and enjoyment. Brewed with carefully selected grains and a meticulous process, Michelob ULTRA delivers a distinctive refreshing taste while embracing an active lifestyle.
Michelob ULTRA is brewed by Anheuser-Busch, a company with a 165-year history of crafting quality beers and supporting community initiatives. As the nation’s leading brewer, Anheuser-Busch drives economic growth through extensive investment in its workforce, production facilities, and local communities. The company’s portfolio includes iconic brands such as Budweiser, Bud Light, Stella Artois, and Cutwater Spirits, alongside Michelob ULTRA.
Anheuser-Busch remains dedicated to social responsibility, supporting American farmers, military veterans, first responders, and emergency response efforts, highlighting its long-standing role beyond brewing.
The Power of Competition Motivates Fans and Athletes Alike
Michelob ULTRA’s new commercial with Kurt Russell not only marks a milestone for the actor’s first Super Bowl advertisement but also underscores the brand’s commitment to fostering competitive spirit across all levels. The partnership with elite athletes from the Olympic Games and NHL strengthens Michelob ULTRA’s connection to moments that define teamwork, perseverance, and achievement.
Combining the excitement of the Super Bowl with the grandeur of the Olympic Winter Games, this campaign inspires viewers to embrace challenges, knowing that the drive to succeed becomes even more rewarding when there is something meaningful at stake. Whether competing on world-class ski slopes or in casual games with friends, Michelob ULTRA celebrates the passion that pushes people to rise to the occasion.
