Coors Light
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Big Game Dream
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Coors Light ✦ Big Game Dream ✦
The Problem
Every year, Coors Light is locked out of the Super Bowl due to our main competitor's exclusive contract with the NFL. How do you get noticed when you legally can't advertise during the game?
The Solve
We ran our ad in the one place there are no rules—your dreams. We created the first commercial designed to play in your subconscious, filled with chill Coors imagery like mountain views. And the most talked about Super Bowl commercial was the one you had to turn off the TV to watch.
What I Did
Art direction, production, social
The Stimulus Film
The stimulus film was scientifically developed to trigger dream incubation, packed with chill Coors vibes—think crisp mountain air, flowing streams, and snowy peaks—designed to make you dream of a Coors Light Super Bowl ad.
The Test
We even got the hottest One Direction member to try and dream our commercial and live stream it to his 40 million followers. He dreamed of robots made of Coors Light cans, naturally—and got everyone else to try out the biggest-ever sleep experiment.
Big Game Dreamers
CCO’s: Ari Weiss, Britt Nolan, Ben Welsh
ECD: Colin Selikow
Creative Directors: Brian Culp, Katie Bero, Ruth Bellotti
Associate Creative Director: Dan LaVigne
Senior Art Director: Elaine Li
Senior Copywriter: Jared Wicker
Art Director: Shelby Bass
Copywriter: Nick Garfield
Premise Film Director: Henry-Alex Rubin (Smuggler)
Stim Film Director: Sean Hellfritsch
Stim Film Production: Ghost Robot, The Mill
Fun Fact
Zayn Malik accidentally wore a South Park-branded shirt while he was sleeping, which we had to edit out of the entire 8-hour long clip.