Kurt Russell made his first-ever appearance in a Super Bowl commercial during the 2024 broadcast, promoting Michelob ULTRA alongside actor Lewis Pullman. Known for his iconic roles and Aspen residency, Russell drew on his real-life skiing experience to portray a ski instructor in the spot titled The ULTRA Instructor.
Familiar Faces Join for a Wintry Sports-Themed Advert
The commercial features 74-year-old Russell coaching Lewis Pullman, 32, who also marks his commercial debut. Set on snowy slopes, the ad highlights the motivational relationship between coach and athlete, encouraging viewers to tap into their competitive drive. The campaign aligns with major sporting events, timed with both the Super Bowl and the upcoming Olympic Winter Games.
Joining Russell and Pullman are Olympic gold medalist Chloe Kim and NHL champion T.J. Oshie, further underscoring the winter sports theme. Joseph Kosinski, director of action films such as Top Gun: Maverick and the Oscar-nominated F1, directed the commercial, adding cinematic flair to the project.
Kurt Russell Shares His Excitement About the Campaign
Reflecting on his involvement, Russell commented on the unique experience of joining the Super Bowl advertising lineup. He said,
“It was a real treat to make my first-ever Super Bowl commercial and doing it with Michelob ULTRA was great.”
– Kurt Russell, Actor
He further explained the message behind his role:
“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.”
– Kurt Russell, Actor
Aspen Roots and a Real-Life Passion for Skiing
Russell and his longtime partner Goldie Hawn have lived in Aspen, Colorado for decades, becoming known as prominent figures of the mountain community. Their familiarity with ski culture lent authenticity to Russell’s role in the advertisement, blending his personal interests with this high-profile commercial debut.
The Campaign’s Broader Significance in Sports Marketing
This commercial debut not only expands Russell’s career into new territory but also capitalizes on star power to link beverages with athletic achievement and winter sports excitement. As the Super Bowl stands as one of the world’s biggest advertising platforms, Russell’s participation alongside other elite athletes like Chloe Kim and T.J. Oshie signals a strong fusion of entertainment, sports, and advertising aimed at engaging a diverse audience. With the Winter Olympics approaching, the timing strategically highlights themes of perseverance and competition, likely resonating well with viewers.
