Kurt Russell stars in Michelob ULTRA Super Bowl ad. [Image Source: YIMG]
On February 8, 2026, Kurt Russell appeared in a Super Bowl commercial aiming to catch up with the widespread attention his dog had received. The actor took part in a Michelob ULTRA advertisement aired during the Super Bowl broadcast, where he humorously admitted joining the campaign to keep pace with the popularity of Roy, the Labrador Retriever owned by Russell and Goldie Hawn, who had previously featured in a Budweiser ad during an earlier NFL event.
Collaboration with Lewis Pullman and Unexpected Connections
The commercial paired Kurt Russell with Lewis Pullman and was directed by Joseph Kosinski. Despite Russell having no prior acquaintance with Pullman before filming, his son Wyatt Russell was familiar with the younger actor from their work on the Marvel project The Thunderbolts/New Avengers. Wyatt suggested Pullman for the role, assuring Kurt that working with him would be enjoyable.
Kurt recalled,
“Wyatt told me, ‘Who’s going to play the student, as it were?’ And I said, ‘Lewis Pullman.’ And he said, ‘Do you know Lewis!?’”
and added,
“I said, Oh, you guys know each other? He said, ‘We work together in Marvel.’ I said, ‘Oh, okay, great!’ I didn’t know. And he was right.”
The Unplanned Stardom of Roy, the Labrador Retriever
Roy, the family dog, unexpectedly gained fame through a Budweiser commercial, which was produced without the casting directors being aware of his famous owners. Kurt explained that Roy was chosen during an open casting call and became known as the “Budweiser dog,” capturing a large audience’s attention.
Kurt said,
“Roy, our Lab that I got gold for Goldie, he became the Budweiser dog. He went in on a cattle call, and they picked him — and I think there was a large audience for that!”
He also revealed how the commercial’s behind-the-scenes moment gained traction online:
Image of: Kurt Russell
“Kate [Hudson, Goldie’s daughter] did a little video last year of the commercial when it came on, and that went viral because Anheuser-Busch had no idea that [Roy] was a dog that was Goldie’s and mine. They got more mileage outta that than they did the commercial, I was told by the Buschs!”
The Family’s Reaction to Roy’s Super Bowl Fame
Members of the famous family shared their excitement about Roy’s breakthrough. Kate Hudson posted a clip of their watch party for the commercial, highlighting Roy’s widespread appeal in contrast with the family’s acting careers. She captioned the video,
“There’s a lot of thespians in this family, but tonight there was only one star.”
Goldie Hawn also shared her enthusiasm for Roy’s success, stating,
“Don’t get me wrong, I love watching football, but tonight was all about watching our dog Roy Hawn Russell star in his first superbowl commercial for @budweiserusa!!!”
During the viewing, Kurt cheered for Roy, saying,
“Good boy, Roy! You just were in front of more people than any actor in this family has ever been in front of at one time!”
The Significance and Future Impact of Celebrity Pets in Advertising
Kurt Russell’s participation in the Michelob ULTRA Super Bowl ad reflects a playful reaction to his dog’s unexpected fame, highlighting how pets can become significant figures in advertising and popular culture. This dynamic illustrates a blending of celebrity culture with marketing strategies, which may influence future campaigns involving family pets or unexpected stars. As the Super Bowl remains a major platform for reaching huge audiences, this pairing of an actor striving to match his dog’s visibility sets a unique precedent in promotional storytelling.
