Advertising’s wings are clipped in US advertising using sports. One rule is that no NFL player is allowed to promote a brand while they play professional football. That’s a real pain for US beer brands. Beer and football are inseparable partners and the battle to be THE beer partner for football has multi-million dollar “prize money” attached.

Mischief @ No Fixed Address and Coors Light have been getting around the ban for three years in inventive ways with NFL quarterback, Patrick Mahomes – delighting the internet with the Coors Light flashlight and Coors bear golf club covers. Let’s not forget that flouting any kind of ban is likely to be seen as cool, and the partners have also been adding the fun factor of humour.

Now Mischief has found its wildest way yet to get Patrick Mahomes into a Coors Light adveritsing. Coors can’t show a Patrick Mahomes ad until he retires. So Mischief has made the ad and buried it in the ground in a time capsule for when he does. To make sure that the idea makes a splash, the burial was livestreamed on YouTube on June 28 at 9am MT.