At a Glance
- Michelob Ultra returns to the Super Bowl with a 60-second spot titled “The ULTRA Instructor.”
- Kurt Russell stars as a legendary instructor guiding Lewis Pullman’s character Greg on ski slopes.
- Olympic athletes Chloe Kim and former NHL star T.J. Oshie also appear.
- Why it matters: The commercial blends the Super Bowl and the Olympic Winter Games, promoting friendly competition and mentorship.
The 2026 Super Bowl spot from Michelob Ultra, released on Wednesday, Jan. 28, showcases the brand’s focus on competition and mentorship. Titled “The ULTRA Instructor,” the 60-second film stars Kurt Russell as a legendary instructor who guides Lewis Pullman’s character, Greg, through an intense training journey on the ski slopes. Olympic gold medalist Chloe Kim and former NHL star T.J. Oshie also appear.
The Spot’s Concept
The commercial combines two of America’s biggest sports moments- the Super Bowl and the Olympic Winter Games-into one high-energy narrative. It celebrates moments worth playing for and highlights how coaching can unlock an athlete’s competitive spirit.
- Lead actors: Kurt Russell and Lewis Pullman.
- Olympic athletes: Chloe Kim and T.J. Oshie.
- Music: Survivor’s “Eye of the Tiger.”
- Director: Joseph Kosinski, who also directed Top Gun: Maverick.
- Release: Exclusively to News Of Los Angeles on Jan. 28.
Pullman’s Perspective
Pullman told News Of Los Angeles exclusively that the project “checked every box” for him.
> “First of all, I love Michelob Ultra. They’re one of my favorite beers of all time. And then Joseph Kosinski is directing. I’ve worked with him on Top Gun: Maverick. And then Kurt Russell is in it. I love him. I’ve looked up to him forever. And then it’s just a really great story. It encapsulates friendly competition in such a beautiful way and kind of playfully, and I’m all about that.”
Pullman highlighted the mentorship theme, noting:
> “I would say two things. One, a reminder of how healthy, friendly competition is actually an energizer in this life, and it’s a gift. It propels us forward and makes us do better than we thought we could. And I think reminding ourselves of that and finding that in our daily lives can be an important reminder.”
>
> “And then also being vulnerable enough to seek a mentor. Sometimes people think they don’t need a mentor or they’re too embarrassed to seek one. And I think that’s one of the most beautiful relationships that you can find in this life.”
Russell’s Take
Russell, making his first-ever Super Bowl commercial appearance, said the role resonated with him on multiple levels.
> “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.”
Olympic Connection
For T.J. Oshie, the commercial’s timing is significant as Team USA prepares for the 2026 Olympic Winter Games in Milan-Cortina, beginning Feb. 6 on NBC and Peacock.
> “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.”
The commercial underscores Michelob Ultra’s commitment to celebrating sport, mentorship, and the spirit of competition that unites fans across the Super Bowl and the Olympic Games.
Key Takeaways
- Michelob Ultra’s 2026 Super Bowl spot merges the excitement of the Super Bowl with the Olympic Winter Games.
- Kurt Russell and Lewis Pullman lead the narrative, supported by Olympic athletes Chloe Kim and T.J. Oshie.
- The film emphasizes friendly competition and the value of mentorship.
- The commercial was released exclusively to News Of Los Angeles on Jan. 28.
The spot exemplifies how a brand can use major sporting events to tell a story that resonates with audiences worldwide.
