America’s #1 top-selling and fastest growing beer brings together Hollywood stars and Olympic Winter Games athletes in an epic spot
ST. LOUIS, Jan. 28, 2026 /PRNewswire/ — Michelob ULTRA is back in the Big Game with a campaign that combines two of the biggest cultural moments of the year in America – the Super Bowl and the Olympic Winter Games. The action-packed spot titled “The ULTRA Instructor“ brings together superior names in sports and entertainment, including Hollywood icon Kurt Russell and actor Lewis Pullman, making their Super Bowl commercial debut alongside Olympic gold medalist Chloe Kim and Olympian and NHL champion T.J. Oshie. Set on the slopes, the commercial is directed by Top Gun: Maverick and F1 filmmaker and action movie aficionado, Joseph Kosinski.
As part of a robust campaign to celebrate Team USA, Michelob ULTRA created a Super Bowl LX spot inspired by the Olympic Games, to remind fans “Superior Is Worth Playing For” – whether it’s their first time on the slopes or they’re competing for Olympic gold.
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.”
Introducing “The ULTRA Instructor”
The 60-second spot follows Russell as a legendary instructor who coaches Pullman’s character on how to unlock his competitive edge and outplay his friends when Michelob ULTRA is at stake. As Pullman levels up on the ski slopes, to the soundtrack of Survivor’s The Eye of the Tiger, he surprises even the most elite athletes, proving anyone can rise to the moment when there’s something worth playing for.
Rooted in the brand’s platform of “Superior Is Worth Playing For,” the commercial invites fans to lean into their competitive spirit because everyone knows friendly competition – whether you’re hitting the slopes of Park City or Milano Cortina – is more enjoyable when there’s a Michelob ULTRA on the line.
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. 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.”
To extend the spot to 21+ fans at home, Michelob ULTRA is turning Super Bowl LX into an action-packed “Race to the Finish” and inviting fans to follow along on social for a chance to win prizes, including signed props and merch as seen in the spot, tickets to upcoming sporting events, and of course, Michelob ULTRA courtesy of the brand’s Superior Access platform.*
Michelob ULTRA’s Superior Year of Sports
In 2026, all eyes will be on Michelob ULTRA as the brand continues 20+ years of championing an active and social lifestyle during the most anticipated sporting events from Super Bowl LX to the Olympic Winter Games Milano Cortina 2026 to the FIFA World Cup 2026™.
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.”
To watch “The ULTRA Instructor,” created by Wieden + Kennedy New York, visit Michelob ULTRA’s YouTube page. For more information, visit MichelobULTRA.com or follow @MichelobULTRA across social media channels.
Michelob ULTRA & Team USA
In 2024, Michelob ULTRA became the official beer sponsor of Team USA for the Olympic and Paralympic Games Paris 2024, Milano Cortina 2026, and LA28. As part of this sponsorship, Michelob ULTRA is connecting with fans and tapping into America’s competitive spirit – from its Super Bowl spot through the Closing Ceremony.
Michelob ULTRA’s celebration of Team USA includes the brand’s first-ever sponsorship of USA Hockey, including a partnership with USA Hockey standouts, brothers – and St. Louis natives – Brady and Matthew Tkachuk, a robust Team ULTRA roster of athletes featured in new creative, Team USA-inspired packaging, and unique experiences that put fans at the center of iconic Olympic Games moments.
ABOUT MICHELOB ULTRA
Introduced in 2002, Michelob ULTRA is the #1 Top-Selling Beer and Fastest-Growing in America.** With just 95 calories, 2.6 carbs, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA’s choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates. It is brewed with the finest barley malt, rice, hops, and a pure-cultured yeast strain, all of which reflect Anheuser-Busch’s commitment to brewing quality. Michelob ULTRA reminds you to always drink, and sweat, responsibly. For more information, visit MichelobULTRA.com or follow @MichelobULTRA on Facebook, X, Instagram and YouTube.
ABOUT ANHEUSER-BUSCH
At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As a leading American manufacturer and the nation’s top brewer, we drive economic prosperity nationwide through investments in our people, facilities, and communities. We are the only brewer that invests in the U.S. at this scale.
We are home to the nation’s most iconic beer and beyond beer brands, including Michelob ULTRA – America’s #1 top-selling beer – as well as Busch Light, Budweiser, Bud Light, Stella Artois, Cutwater Spirits, and industry-leading craft brands. From our longstanding efforts to support American farmers, military, veterans, and first responders, to emergency drinking water donations and responsible drinking programs, we are guided by our commitment to the communities we call home and the 65,000 hardworking Americans who bring our beer to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.
**Circana MULC+ US L52W Volume w.e 1/25/26
Contact: Media@anheuser-busch.com
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