Michelob ULTRA’s latest Super Bowl commercial, titled “The ULTRA Instructor,” masterfully blends the excitement of the Big Game with the thrill of the upcoming Winter Olympic Games, creating one of the most cinematic ads of the 2026 lineup.
Directed by Joseph Kosinski—the visionary behind Top Gun: Maverick and F1—the 60-second spot delivers high-energy action on real ski slopes, complete with sweeping shots, intense training montages, and a soundtrack featuring Survivor’s iconic “Eye of the Tiger.”
At the center is Hollywood legend Kurt Russell in his Super Bowl debut, portraying a grizzled, cowboy-hat-wearing ski instructor who channels his inner motivational coach (with a subtle nod to his role as Herb Brooks in Miracle). He takes novice skier “Greg”—played by Lewis Pullman (also making his Super Bowl ad debut and reuniting with Kosinski from Top Gun: Maverick)—under his wing after Greg tires of always footing the bill for post-ski Michelob ULTRAs with his friends.
Russell’s character pushes Greg through rigorous, almost over-the-top training: sharpening skis (and the mind), blindfolded balance drills, hauling cases of beer up stairs, even chopping trees with skis. Phrases like “Sharpen your skis, sharpen your mind” and “Your true opponent is yourself” drive the message of unlocking competitive spirit.
The payoff comes when Greg transforms into a confident shredder, launching spectacular jumps and backflips that leave even elite Olympians stunned. Olympic gold medalist snowboarder Chloe Kim and Olympian/NHL champion T.J. Oshie make cameo appearances, watching in awe and underscoring the ad’s tie-in to Team USA and the Milano Cortina 2026 Winter Olympics, where Michelob ULTRA serves as an official sponsor.
The humor shines through in the stakes: no gold medals here—just bragging rights and avoiding the tab by winning the race for an ice-cold ULTRA. Russell’s character motivates Greg to “outplay his friends when Michelob ULTRA is at stake,” proving that superior performance is worth playing for, whether on the slopes with buddies or on the world stage.
This star-studded, action-packed spot from Wieden+Kennedy New York captures the American love of competition, mentorship, and celebration. It’s a refreshing reminder that everyday victories—like earning that post-adventure beer—can feel as epic as any Olympic triumph. As Super Bowl LX approaches on February 8, 2026, “The ULTRA Instructor” sets a high bar for ads that fuse sports, entertainment, and pure fun.
