(Courtesy Anheuser-Busch)

We love Super Bowl beer commercials. And it doesn’t suck that Michelob ULTRA’s newest ad features actor Kurt Russel in his first-ever Big Game appearance.

Here’s the deal…

Michelob ULTRA is heading back to the Big Game with a campaign that neatly mashes up two of America’s favorite winter pastimes: the Super Bowl and the Olympic Winter Games. The new spot leans hard into star power, bringing together Hollywood legend Kurt Russell, actor Lewis Pullman, Olympic gold medal snowboarder Chloe Kim, and Olympian and NHL champion T.J. Oshie.

And Michelob ULTRA is using its Super Bowl moment to remind viewers that the bestselling beer is also “the Official Beer Sponsor of Team USA” at the Winter Olympics.

The ULTRA Instructor

The 60-second commercial casts Russell as a larger-than-life ski instructor tasked with helping Pullman’s character tap into his inner competitor — specifically, to one-up his friends when Michelob ULTRA is on the line.

Set to the unmistakable pump-up anthem “Eye of the Tiger,” the training montage unfolds on the slopes, where Pullman’s underdog transformation starts turning heads, including Kim and Oshie.

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The spot which was directed by Joseph Kosinski (Top Gun: Maverick, F1) and some of the best moments—like Russell’s line “find your inner Greg”—were improvised.

“It was a real treat to make my first-ever Super Bowl commercial and doing it with Michelob ULTRA was great,”, Kurt Russell said…

“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.”   

‘As the Official Beer Sponsor of Team USA and a staple in the Super Bowl, Michelob ULTRA is uniquely positioned to connect with fans at the intersection of sports and culture,” Ricardo Marques, SVP of Marketing for Michelob ULTRA added… “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.”

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