Patrick Mahomes is cool. He has the kind of fan base that makes beer brands very happy. But advertising’s wings are clipped when it comes to NFL endorsements US advertising. Coors Light and Mischief @ No Fixed Address have been getting around that since 2021, with Mahomes getting involved in Mischief’s crazy ideas for the brand such as selling flashlights and burying an ad in the ground until he retires.

Now Mischief and Coors Light are making Mahomes cool-ness the feature of its new campaign – because it’s summer in the US, because sports stars are known to cool their injuries in ice baths, and because Mahomes has a reputation as a very chill guy. The partners have built a giant ice bath, The Patrick Plunge, and a film inviting people to get inside Mahomes’ cool head so they can be as chill as he is.

Installed on July 19 at KC Live! entertainment centre in Kansas City’s Power and Light District (about 9 kms from the Kansas City Chiefs’ home at Arrowhead Stadium), 60 fans will be able to take the plunge with a US$15 donation to Mahomes’ children’s charity, The 15 and the Mahomies Foundation.

For those who can’t get to Kansas City, Coors Light is also selling 45 mini Patrick Plunges, mugs shaped like Mahomes’ heads, for US$40 each at Shop.CoorsLight.com starting on July 15, with proceeds also benefitting the Foundation.