If a man swimming in snow doesn’t grasp your attention like a vice, screen-life really has deadened your brain cells. This is a beer ad that will get talked about (quite likely by women as well as men, although for very different reasons).
With its first work for Coors Light since winning the account in February 2018 (that’s a long-time between start and product), Havas London has made its mark.
And all but the most deadened brains should get the message – this beer is REALLY refreshing. It’s one helluva way to liven up Coors longstanding strapline, The World’s Most Refreshing Beer.
One or two might note that it plays on the brand’s Rocky Mountain heritage. Nearly all will wonder how the makers made this ad, or how this bloke survived making it.
As if the spot needed any more lures, there’s also a very cool soundtrack, a garage track called Fresh by FooR, Majestic and Dread MC.
The commercial was directed by Sam Pilling through Pulse Films, and is backed by a substantial media spend. It will run on UK TV stations and video on demand platforms throughout the year, in 30-, 20- and 10-versions, supported in OOH, social, digital and PR activity and a series of idents, which will appear across Coors Light’s sponsorship of Comedy on 4 from February 1.
Sophie Jamieson, marketing controller, American Beers, Molson Coors, commented, “Coors Light is the world’s most refreshing beer, but the world doesn’t need another lager ad showing people being refreshed. With the launch of this campaign, we’re shifting our focus from simply telling a story to, fundamentally, how we behave as a brand. Keep It Fresh is more than just a new advertising line; it’s an attitude. And having been born in the Rocky Mountains – the freshest place on earth – it’s one we’re uniquely placed to own.
“Building on our longstanding brand equity, we’ll be celebrating the world’s freshest attitudes and perspectives – and the people who live by them – and inspiring everyone else to get on-board as well. Ultimately, we want Coors Light to be the brand that champions and creates the most refreshing moments in culture.”
Rob Potts, creative partner at Havas London added, “Welcome to Coors Mountain. Where fresh isn’t just a temperature…it’s a way of life. And it doesn’t get much fresher than swimming your way up the mountain to the pub in your Speedos. Trust me, I was there.”
Creative agency: Havas London
Chief Creative Officer: Mark Whelan
Creative Partner: Rob Potts
Senior Creative: Dan Bolton
Agency Executive Producer (film & digital): Kiri Carch Hammond
Agency Assistant Producer (film & digital): Fran Ellis
Agency producer (print): James Orr
Content team: Sally Barr, Lewis Chappell & Holly Illes
Managing Director: Jennifer Black
Business Director: Scott Needham
Account Director: Holly Creasey
Account Manager: Michael Freeman
Account Executive: Katy David
Chief Strategy Officer: Mark Sinnock
Planner: Huw Devine
Designers: Tammy Johal & Luke Remon
Production Company: Pulse Films
Director: Sam Pilling
Executive Producer: James Sorton
Producer: Chris Harrison
Production Manager: Ben Burdock
DoP: Ben Fordesman
Editing: Ellie Johnson @ Tenthree
Post Production & Visual Effects: The Mill
VFX Supervisor: Ben Turner, Jamie Lancaster
Executive Producer: Alex Fitzgerald
Producer: Kirsty Ratcliffe
Line Producer: Siddharth Baloni
Colourist: Thomas Mangham
3D Lead Artist: Ed Shires
Audio: Anthony Moore & Jack Hallett @ Factory
Media agency: Zenith
PR agency: One Green Bean
Music: Fresh by Majestic, Dread MC & FooR
Client: Molson Coors
Marketing and Consumer Excellence Director: Jim Shearer
Marketing Controller American Beers: Sophie Jamieson