Chris Pratt hawking Michelob Ultra

On the big screen, he plays the universe’s most popular goofball superhero. Now, thanks to a pair of Super Bowl commercials, Chris Pratt is using his Star-Lord fame to sell Michelob Ultra. It’s an interesting departure for Pratt, who’s made it a practice to not do TV commercials in the past.

What changed? Well, according to Pratt, he really likes beer, and he loves the Super Bowl. Speaking to the Associated Press about the commercials, Pratt said:

“I’ve watched every single Super Bowl since 1985… I’m a Super Bowl guy, and I definitely feel really connected not only to football and to the NFL and the Super Bowl, but also to the commercials… That’s always the most exciting part for me, and it feels good to be part of that, like I’m a little tile in the mosaic of American culture.”

That’s an interesting perspective from a guy who seems to intrinsically understand the relationship Super Bowl commercials play to both the game and in American society. It’s something we can all talk about, mostly without the acrimony that seems to define every other cultural conversation these days. We can argue about which commercials were the best and which were a bust and still part friends.

Of course, in true Pratt fashion, the comedian turned actor couldn’t help but put a humorous addendum on his reasons for agreeing to these specific commercials. “The Super Bowl launches people’s careers, like Whitney Houston… She sang the national anthem at the Super Bowl, and it was the highlight of the whole day… I’m really hoping this is my Whitney Houston moment…”

The joke here, of course, is that Houston was already a massive star and a hugely popular Grammy-winning singer when she was tapped to sing the anthem in what would become an iconic performance. Pratt, too, already has an impressive resume. After major star turns in both Guardians of the Galaxy and Jurassic World, Pratt launched from small-time sitcom fame to one of the world’s best-paid actors.

Pratt is just one of several big-name stars that appeared in Super Bowl commercials this year. Cindy Crawford reprised her iconic Pepsi commercial, and Morgan Freeman also appeared in a spot.

Pratt’s commercial is all about staying fit while enjoying good beer, something the actor says he really relates to. Pratt famously “ran and cried off” 60 pounds to fill out his action hero role as Star-Lord, going from chubby funny man to chiseled action hero in the process. Pratt says the spot allowed him to celebrate living a healthier lifestyle: “I feel the very best when I’m running (outside in nature). I feel very dialed in and close to nature and close to God…”

Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.