Kurt Russell, known for his unforgettable roles from Snake Plissken in Escape from New York to Jack Burton in Big Trouble in Little China, now steps into the role of a ski coach in Michelob Ultra’s latest commercial. The ad debuted as part of the brand’s campaign linked to the Milano Cortina 2026 Winter Olympics and Paralympics, where Michelob Ultra is the official sponsor of Team USA.
The 60-second Super Bowl 60 commercial features Russell as “The Ultra Instructor,” guiding a novice skier, played by Lewis Pullman from Top Gun: Maverick, to outperform top-level athletes on the slopes. The ad’s soundtrack is Survivor’s iconic 1982 track, Eye of the Tiger, underlining the competitive spirit. Rather than winning medals, the true reward presented at the end of the ad is a refreshing Michelob Ultra beer.
Olympic Stars and Director Joseph Kosinski Join the Campaign
The commercial also highlights appearances by Olympic gold medalist Chloe Kim and NHL champion T.J. Oshie, adding authenticity to the athletic theme. The production was directed by Joseph Kosinski, known for his work on Top Gun: Maverick. The timing aligns with the Milano Cortina 2026 opening ceremony scheduled for February 6, 2026, featuring performances by Andrea Bocelli and Mariah Carey, just two days before the Super Bowl.
Ricardo Marques, Senior Vice President of Marketing at Michelob Ultra, told ADWEEK,
“Leveraging the world’s biggest marketing stage was the perfect opportunity for Michelob Ultra to double down on its support of Team USA and bring to life a story that focuses on America’s competitive spirit.”
He added that the spot relied heavily on authentic elements, saying,
“The mountain, the snow and the stunts are real.”
Michelob Ultra’s Continued Investment in Sports Marketing
This new ad builds on Michelob Ultra’s recent history of engaging with major sporting events. The brand has previously centered its marketing around key moments such as the Paris 2024 Olympics. Its message, Superior Is Worth Playing For, underscores the commitment to excellence both on and off the field.
At Super Bowl LIX in 2025, Michelob Ultra featured actors Willem Dafoe and Catherine O’Hara portraying pickleball masters competing against real athletes, merging entertainment with authentic athleticism. The company also launched a campaign in December celebrating the historic 1980 “Miracle on Ice” hockey victory at Lake Placid, connecting past American sports triumphs with present-day inspiration.
Marques explained the extensive Olympic campaign would utilize multiple channels—from outdoor advertising to social media, commerce, and television.
“With all eyes on the world’s top athletes this February, Michelob Ultra is uniquely positioned to connect with fans and be part of the conversation as a superior light beer that lives at the intersection of sports and social occasions,”
he remarked.
Michelob Ultra’s Market Success and Strategic Brand Focus
Michelob Ultra reached a significant milestone in September 2025 when it became the top-selling beer in the United States. This achievement followed a period where the category leader, Bud Light, lost its place due to consumer backlash. Under the leadership of Anheuser-Busch InBev’s global Chief Marketing Officer, Marcel Marcondes, Michelob Ultra has benefited from focused investment as part of a “megabrands” portfolio alongside Budweiser, Corona, and Stella Artois.
Together, these brands contribute approximately 57% of the brewer’s revenue and rank among the eight most valuable beer brands worldwide, according to Kantar. Anheuser-Busch’s U.S. branch is one of the largest advertisers at this year’s Super Bowl, securing 2.5 minutes of commercial airtime across Michelob Ultra, Bud Light, and Budweiser ads.
The Role of Authenticity and Sport in Brand Storytelling
Michelob Ultra’s campaign reflects a deliberate effort to weave sports culture into its identity, leveraging the appeal of athletes and authentic competition to enhance brand resonance. By casting Kurt Russell—a figure known for performing his own stunts—and incorporating actual sporting legends and real stunts, the brand emphasizes genuine athleticism.
This strategy not only aligns the product with an active lifestyle but also taps into national pride through Team USA sponsorship. As the Milano Cortina 2026 Winter Olympics approach, these campaigns are poised to elevate Michelob Ultra’s profile among sports fans and casual viewers alike, reinforcing its position as a premium light beer choice during major sporting occasions.
