AB InBev has unveiled a Winter Olympics-inspired Super Bowl advert for its Michelob Ultra brand.
The 60-second spot, titled ‘The Ultra Instructor’, features actors Kurt Russell and Lewis Pullman, Olympic-gold-medallist snowboarder Chloe Kim and ice hockey player & Olympian TJ Oshie. The commercial (below) is set on ski slopes and was directed by Top Gun: Maverick’s Joseph Kosinski.
The advert, which has been released ahead of the Super Bowl on 8 February, will be accompanied by social media activity involving competitions and giveaways.
The placement forms part of a wider US marketing push around Team USA and the Winter Olympics, which AB InBev is a global sponsor of. Outside of the US, the group leverages its Olympics tie-up for Corona Cero.
Michelob Ultra is the largest beer brand by volume for AB InBev’s Anheuser-Busch unit in the US and has been the official beer sponsor of Team USA since 2024, covering the Paris 2024 Olympic and Paralympic Games. The arrangement is set to continue to cover the 2028 Games in Los Angeles.
AB InBev has also stepped up its FIFA World Cup marketing for Michelob with a newly designed ‘Superior Player of the Match’ trophy for next year’s tournament.
