As Super Bowl LX and the Winter Olympics approach, Michelob ULTRA is returning to the Big Game with a campaign that merges two of the year’s largest sports moments: the Super Bowl and the Winter Games.
The brand’s new commercial, The ULTRA Instructor, blends star power from Hollywood with elite athleticism from Team USA. The spot features Kurt Russell and Lewis Pullman (Thunderbolts*), both making their Super Bowl commercial debut, alongside Olympic gold medalist Chloe Kim and Olympian and NHL champion T. J. Oshie.
Set on snowy mountain slopes, the action-driven commercial was directed by Joseph Kosinski, known for Top Gun: Maverick and F1. The spot ties directly into Michelob ULTRA’s long-running platform, “Superior Is Worth Playing For,” positioning competition as something to be embraced at every level, from backyard rivalries to Olympic glory.
In the 60-second spot, Russell plays a legendary instructor who trains Pullman’s character to sharpen his competitive instincts when Michelob ULTRA is on the line. As Pullman levels up on the slopes, set to Survivor’s “Eye of the Tiger,” he begins to surprise even elite athletes, reinforcing the idea that anyone can rise to the moment when there is something worth playing for. Watch below:
Ricardo Marques, Senior Vice President of Marketing for Michelob ULTRA, said the timing made the campaign especially meaningful. “As the Official Beer Sponsor of Team USA and a staple in the Super Bowl, Michelob ULTRA is uniquely positioned to connect with fans as a superior light beer that lives at the intersection of sports and culture. With all eyes on the world’s top athletes this February, we are excited to start the year strong with campaigns that celebrate competition, Team USA and the moments worth playing for.”
Russell said the project marked a milestone in his career. “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 an Olympic gold medal. 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.”
Oshie also highlighted the significance of seeing Olympic competition reflected on football’s biggest stage. “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.”
Beyond the television spot, Michelob ULTRA is extending the campaign through a Super Bowl LX themed “Race to the Finish,” encouraging fans 21 and over to follow along on social media for a chance to win prizes including signed props, branded merchandise, tickets to sporting events, and product through the brand’s Superior Access platform.
The Super Bowl campaign is part of what the brand is calling a “Superior Year of Sports,” as Michelob ULTRA continues its presence across major global sporting events in 2026, including Super Bowl LX, the Olympic Winter Games Milano Cortina 2026, and the FIFA World Cup 2026.
Michelob ULTRA’s broader Team USA partnership began in 2024, when the brand became the official beer sponsor of Team USA for the Olympic and Paralympic Games, spanning Paris 2024, Milano Cortina 2026, and LA28. That relationship has expanded to include the brand’s first sponsorship of USA Hockey, partnerships with athletes including Brady and Matthew Tkachuk, Team USA-inspired packaging, and fan experiences designed to place consumers at the center of Olympic moments.
CREDITS:
BRAND: Michelob ULTRA
AGENCY: Wieden+Kennedy New York
PRODUCTION COMPANY: Reset
Director: Joseph Kosinski
PRODUCTION SERVICES: Open Range
POST/VFX: Rare Medium TV, Blacksmith
EDIT: Arcade Edit
MUSIC/SOUND: Heard City
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