Michelob's Ultra Instructor Ad Tops In Creative Effectiveness During Olympics

 

After 10 days of TV coverage for the Milano Cortina Winter Olympics, Michelob’s Ultra Instructor was the top-ranked ad for creative effectiveness, according to ad testing company System1. An ad promoting the games on Peacock TV was a close second. 

System1’s testing platform measures consumers’ emotional responses to ads, assigning a score of between 1 and 5.9 stars. Ads that make people feel intense positive emotions like happiness and surprise score high on the scale.    

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Ultra Instructor—featuring actors Kurt Russell and Lewis Pullman and Olympians Chloe Kim (snowboarding) and TJ Oshie (hockey)--was also a top performer in the Super Bowl two weeks ago. It was the only ad to score in the top-10 as measured by System1 in both the Super Bowl and the Olympics. 

Below is the list of the top-10 ads as ranked by System1:  

Top 10 Winter Olympics ads Ranked by Star Rating:  

  1. Michelob Ultra (Wieden+Kennedy), Ultra Instructor | US - 5.1 Stars   

  1. Peacock TV, 2026 Winter Olympics | US – 5.0 Stars   

  1. Corona (Grey), For Every Golden Moment | UK – 4.9 Stars   

  1. NatWest (Pitch Agency), The Winter Team Talk | UK – 4.8 Stars   

  1. Starbucks (Anomaly), Coffee Run | US – 4.4 Stars  

  1. Hershey’s (The Martin Agency), Happiness is The Real Gold | US – 4.3 Stars   

  1. Xfinity, Skater | US – 4.3 Stars   

  1. Esselunga (Armando Testa) Esselunga nutre un sogno | Italy – 4.0 Stars   

  1. Walmart (Fallon), Here’s to Starting | US – 3.8 Stars   

  1. Honda (kissd), This is the Power of Dreams – Ideas into Actions | US – 3.8 Stars   

 

 

 

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