Michelob ULTRA has returned to the big game with an ad that literally takes viewers to the ski slopes. The 60-second spot, titled “The ULTRA Instructor,” merges Super Bowl hype with Winter Olympics flair. It stars Hollywood tough-guy Kurt Russell (in his first-ever Super Bowl commercial) as a grizzled ski coach, training Lewis Pullman’s novice character in a Rocky-style montage. Olympic stars Chloe Kim and TJ Oshie appear briefly as amazed onlookers, underscoring the Team USA tie-in. The spot is directed by Joseph Kosinski (of Top Gun: Maverick fame), shot on real snow and steep terrain, and is soundtracked to Survivor’s classic “Eye of the Tiger,” cementing its high-energy, training montage vibe. In short, it looks and feels like a mini winter sports action movie – just one built around selling beer instead of a medal.
The narrative is straightforward: Russell plays a legendary ski instructor who drills Pullman’s character through one rigorous run after another. In classic Rocky fashion, the goal isn’t an Olympic podium at all but winning bragging rights (and a round of Ultra) when ski day is over. As the spot’s own endgame reveals, “the end game isn’t a shiny medal and podium kudos, but rather an ice-cold pour of Michelob Ultra”. A telltale Easter egg lets Russell channel his real-life Miracle-on-Ice persona: he grins as he yells “Again!” to Pullman, just as he did in the 2004 Disney film. Pullman gamely sells the bit with wide-eyed enthusiasm, and the pacing is brisk – quick cuts, swooping overhead ski shots and powdery wipeouts – all leading to a celebratory toast. Cinematically it’s slick: the team “went analog” under Kosinski, staging actual snow stunts on location, which gives the ad a tangible, rugged look that highlights each frosty scene. (The commercial practically makes us feel the mountain chill – a far cry from your typical studio shoot.)
Olympic gold medalist Chloe Kim toasts with an ULTRA on the slopes in the new spot (official image credit above). Even Kim’s quick cameo – raising a can of ULTRA after a run – reinforces Ultra’s sporty image. Likewise, Olympian T.J. Oshie nods approvingly from the lodge, implicitly endorsing Michelob Ultra as a badge of athletic cool. In advertising terms, these cameos are shorthand: they play up Ultra’s official Team USA sponsorship (in fact, Michelob Ultra has been the official beer sponsor of USA Olympic teams since 2024) and align the beer with elite sports achievement. Though neither athlete says a word, their presence signals to fans that ULTRA is “where performance meets play” – a message that matches the brand’s long-running motto, “Superior Is Worth Playing For”
In terms of style and tone, The ULTRA Instructor hits all the familiar Wieden+Kennedy beats: it’s earnest yet playful, high concept yet accessible. Russell’s delivery is half-coach, half-gypsy snowman, offering tough love with a wink. Pullman’s rookie turns and near-falls add some light humor, but there aren’t any outright gags or jokes – this is more cool training video than bro-mercial. The soundtrack choice (“Eye of the Tiger”) is on-the-nose but effective, and the editing juggles grand aerial shots of ski jumps with close-ups of Russell barking encouragement. Production values are top-notch – one marketing executive boasts that “the mountain, the snow and the stunts are real” – so it looks like a crisp big-screen trailer. Ultimately the tone is celebratory and motivational, but with the tongue-in-cheek nods (like the “again” callback) that keep it from feeling too serious.
From a branding standpoint, this spot is pure Michelob ULTRA. The beer has long positioned itself at the intersection of sports, fitness and social life, and this commercial doubles down on that “performance beer” persona. Ultra’s ad team isn’t subtle about the message: it reminds consumers that ULTRA is “America’s #1 top-selling and fastest-growing beer” that touts a fit, active lifestyle. The plot literally pays off with the tagline that ordinary guys can tap their inner champ over a brew. (As Russell himself puts it, his character “motivates an athlete to unlock their competitive spirit – whether that’s impressing friends on the slopes to win Ultra’s or going for Olympic gold”.) In other words, drink Michelob ULTRA and you too can channel your competitive edge – or at least pretend to.
The casting is shrewd. Kurt Russell brings star power and an everyman charm – plus bonus nostalgia thanks to his Miracle-era persona – which lends the spot instant credibility and broad appeal. Pullman, who co-starred with Kosinski in Top Gun: Maverick, admits in press that this gig “checked every box” for him: he’s a ULTRA fan, he was excited to work with his mentor-director again, and acting opposite his idol Russell is “a real treat”. Chloe Kim is a household name among winter sports fans and Gen Z, while Oshie connects with hockey and Olympic audiences. Together they expand the ad’s reach: adults recognize Russell and the beer, teens see Kim, and sports buffs catch the Olympic nods. It’s a classic aspirational tactic – the stars make ULTRA seem like part of the athletic lifestyle – even if, objectively, beer and Olympics are a strange mix.
That disconnect hasn’t been lost on commentators. In broader terms, beer-and-sports sponsorships are drawing scrutiny: earlier this year the IOC’s first-ever deal with AB InBev (for Corona Cero) drew public pushback, with critics noting that “athletes at the top level often refrain from alcohol” and questioning the image of “healthy athletes with alcohol”. An academic critique of the IOC deal explicitly found fans thinking the pairing “did not make sense,” calling such marketing a bit cynical. Those same concerns shadow The ULTRA Instructor by association – even if Michelob’s campaign is separate from the IOC’s Corona push. Health pundits also openly chuckle at the “performance beer” claim: as a dietitian put it, calling beer “performance fuel” is “an oxymoron”. (Yes, ULTRA is low-cal, but it’s still alcohol and dehydrating.) Some viewers will undoubtedly see the spot as flashy brand theater rather than a convincing argument. After all, it’s hard to take the line about “performance” too seriously when the ad’s hero ends every heroic act by cracking open a cold one.
So far, reviews and fan chatter seem mixed-to-mild. Industry press has been politely enthusiastic about the production values, but few outside the ad world have erupted in excitement or outrage. Partly that’s because the ad just dropped online and audiences are savvy about Super Bowl hype. It remains to be seen if Russell’s ski-coach shtick will become a meme or a watercooler topic come Game Day. If previous ULTRA campaigns are any indicator (see last year’s pickleball spot with Willem Dafoe and Catherine O’Hara), some viewers might enjoy the spectacle while quietly rolling their eyes at the premise. There’s certainly no shortage of clever puns and photo-ops (expect “The ULTRA Instructor” to trend on Twitter today), but the core promise here is a bit of escapist fun rather than an actual product pitch.
In the end, The ULTRA Instructor is a gleaming piece of commercial craft: high-end cinematography, big-name talent, and a narrative that ties together two big winter sporting events. It firmly positions Michelob ULTRA as the “performance lifestyle” beer – or at least the brand that wants to be seen that way. Whether consumers buy the performance angle is another story. One thing’s certain: the ad will make Michelob ULTRA one of the more talked-about spots of Super Bowl LX, if only because it’s fun to watch a grizzled Kurt Russell crash down a mountain for a beer. Whether viewers remember the beer or just the mountain stunts is the gamble here – but in a game of brand recall, you have to play to win.
