Kurt Russell and Lewis Pullman debut in Michelob ULTRA Super Bowl LX spot celebrating Team USA.
When Hollywood royalty meets Olympic glory on a snowy mountainside, you know something special is brewing. Michelob ULTRA just dropped what might be the most anticipated Super Bowl LX commercial of the season, and it’s serving up a perfect blend of star power, athletic prowess, and that unmistakable competitive fire that makes friendly rivalries so delicious.
The 60-second spot, titled “The ULTRA Instructor,” features Kurt Russell as a legendary ski coach mentoring Lewis Pullman’s character in the art of outplaying his friends when America’s top-selling light beer is on the line.
Set against the stunning backdrop of ski slopes and soundtracked by Survivor’s “Eye of the Tiger,” the commercial brings together an all-star roster including Olympic gold medalist Chloe Kim and NHL champion T.J. Oshie.
Directed by Joseph Kosinski (Top Gun: Maverick, F1), the campaign launches Michelob ULTRA’s ambitious celebration of Team USA ahead of the Milano Cortina 2026 Olympic Winter Games.
Why This Super Bowl Commercial Hits Different
Let’s be honest: most beer commercials follow a predictable playbook.
But Michelob ULTRA’s latest effort feels refreshingly different, tapping into that universal truth that everything tastes better when you’ve earned it through a little friendly competition.
Ricardo Marques, SVP of Marketing for Michelob ULTRA, said: “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.”
The campaign’s “Superior Is Worth Playing For” platform speaks directly to anyone who’s ever turned a casual ski trip into an impromptu competition or made a friendly wager over drinks at an upscale sports bar in New York, Los Angeles, or Chicago. It’s that flavor of fun-loving rivalry that transforms an ordinary afternoon into a memorable experience, whether you’re carving fresh powder in Park City or watching from a cozy lodge with a cold beer in hand.
From Ski Slopes to Center Stage
What makes this commercial particularly compelling is its timing. With both Super Bowl LX and the Olympic Winter Games Milano Cortina 2026 happening within weeks of each other, Michelob ULTRA has positioned itself at the cultural crossroads where sports, entertainment, and lifestyle collide.
Kurt Russell, Emmy and Golden Globe nominated actor, said:
“It was a real treat to make my first-ever Super Bowl commercial and doing it with Michelob ULTRA was great…”
Kurt Russell
“…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.”
The choice of Russell as the instructor feels inspired. His decades-long career playing tough, charismatic characters translates perfectly to the role of a mentor who knows how to bring out someone’s best game. It’s the kind of relatable storytelling that resonates whether you’re a casual beer drinker or a serious athlete.
A Superior Year for Sports and Flavor
Michelob ULTRA has built its reputation on more than just low calories and carbs. At 95 calories and 2.6 carbs, it delivers a clean, refreshing flavor that doesn’t compromise on taste according to the Brewers Association, making it a natural fit for health-conscious consumers who still want to enjoy life’s celebratory moments.
The brand’s extended 2026 strategy includes sponsorship of USA Hockey (featuring St. Louis natives Brady and Matthew Tkachuk), Team USA-inspired packaging, and the “Superior Access” platform offering fans chances to win signed props, event tickets, and exclusive experiences. It’s a flavor-forward approach to fan engagement that goes beyond traditional advertising.
“As an Olympian, it’s incredible to see Team USA and hockey represented in Michelob ULTRA’s Super Bowl commercial…”
T.J. Oshie, Olympian and NHL champion
T.J. Oshie, Olympian and NHL champion, said: “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.”
What Makes This Campaign Worth Watching
For sophisticated audiences who appreciate both craft and competition, this Super Bowl LX campaign represents something bigger than beer marketing. It’s about capturing that fun-loving spirit that emerges when stakes are high but the vibe stays light. Think of it as the advertising equivalent of a perfectly executed dinner party where the wine flows, the conversation sparkles, and everyone leaves wanting more.
The “Race to the Finish” social media activation invites 21+ fans to follow along for prizes throughout the Super Bowl broadcast, extending the competitive energy beyond the commercial break and into viewers’ homes.
Created by Wieden + Kennedy New York, the spot can be viewed on Michelob ULTRA’s YouTube page, with additional content available across the brand’s social channels.
FAQ: Michelob ULTRA Super Bowl LX
Who stars in the Michelob ULTRA Super Bowl LX commercial?
The commercial features Kurt Russell and Lewis Pullman making their Super Bowl commercial debuts, alongside Olympic gold medalist Chloe Kim and NHL champion T.J. Oshie.
When will the Michelob ULTRA Super Bowl commercial air?
“The ULTRA Instructor” is scheduled to air during Super Bowl LX, part of Michelob ULTRA’s larger 2026 campaign celebrating Team USA through the Olympic Winter Games and FIFA World Cup.
What is Michelob ULTRA’s connection to Team USA?
Michelob ULTRA became the official beer sponsor of Team USA for the Olympic and Paralympic Games Paris 2024, Milano Cortina 2026, and LA28, including first-ever sponsorship of USA Hockey.
Celebrates what makes competition meaningful
As we head into a year packed with major sporting events, Michelob ULTRA has crafted a campaign that celebrates what makes competition meaningful: the people we share it with and the moments worth savoring. Whether you’re planning a Super Bowl party or counting down to the Olympic Winter Games, this commercial reminds us that superior really is worth playing for.
