Of all the TVC voiceovers in the world, Paul Giamatti’s in Coors Light’s #CouldUseABeer, has to be the best. OK, that might be a slight overstatement, but it’s a spontaneous reaction to the ad by DDB Chicago.
I think, “sucky suck suck suckiness of historical proportion,” describes Covid-19 rather well, and it’s sure to resonate with most people, all the more so given that the phrases, “unprecedented challenge,” difficult times” etc, are ubiquitous right now. [:ed]
The TV and digital ad marks the launch of a Covid-19 program by Coors Light in which people can ask the brand on social media to cover the cost of a six-pack for someone they know, who “could use a beer”. The premise is, “If history has taught us anything, it’s that sometimes we could all just use a beer,” a point which is wonderfully illustrated in the film by historical footage – and facts.
The ad is also part of a new trend by brands to cut through the sombre images and messages of early Covid-19 ads. It was inspired by 93-year old Olive Veronesi. The Pittsburgh resident made headlines across the US earlier this month after the photo of her below went viral. Coors Light responded by sending her 150 cans of the beer and has featured her in the new spot.
“We saw that there was a genuine opportunity for us to do something authentic to the role that beer is playing in people’s lives right now—in a way that would hopefully make people smile,” stated Molson Coors chief marketing officer, Michelle St. Jacques.
Coors Light’s new #CouldUseABeer campaign is being fitted into its larger Made to Chill campaign which launched last year and puts the beer at the centre of activities portrayed as escaping the stress of today’s hyper-connected, always-on world.
“The reality is the campaign has never been more relevant than it is right now. People need a moment now more than ever,” St. Jacques continued.