Kurt Russell Is Michelob ULTRA’s Ultimate Ski Instructor this Super Bowl LX
Anheuser-Busch’s Michelob ULTRA returns to the Super Bowl with an action-packed spot bridging two of the biggest moments in sport this year; the Super Bowl and the Olympic Winter Games.
Created by Wieden+Kennedy New York and directed by ‘Topgun: Maverick’ director Joseph Kosinski through Reset Content, the campaign was revealed following two teaser trailers. The first introduced a novice skier named Greg, who pulls off an ambitious jump as he is observed by Olympic gold medallist Chloe Kim and Olympian and Stanley Cup champion T.J. Oshie. Exclaiming, ““There’s only one man who could’ve taught him that,” the teaser left fans wondering who the mysterious ski instructor really was.
In the second teaser ‘Greg’s Tab’, the novice skier was revealed as actor Lewis Pullman. His companions – all pro skiers – mock him at the bar as he prepares to pay the bar tab, again, as an unseen voice asks, “tired of always buying the ULTRAs, Gregory?”
The 60-second spot titled ‘The ULTRA Instructor’ puts a face to the voice, revealing a cowboy hat-wearing Kurt Russell as the pro ski instructor set to save Pullman from his fate of always buying the apres ski beers.
Bounding into a skiing crash course, Pullman and Greg meet at dawn, setting out to challenge the obstacles that come with learning to master the sport. Soundtracked by Survivor’s ‘The Eye of the Tiger’, anticipation continues to build until finally it’s time for Greg to race his companions down the slopes and not end up footing the drinks bill.
“It was a real treat to make my first-ever Super Bowl commercial and doing it with Michelob ULTRA was great,” said Kurt Russell. “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.”
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 that friendly competition is better when there’s a Michelob ULTRA at stake.
“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,” said Ricardo Marques, SVP of marketing for Michelob ULTRA. “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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