Coors infiltrates the dreams of sports fans, challenging ‘big game’ advertising

American beer brand Coors, is challenging the Super Bowl advertising hype, by launching a campaign in the lead up to the ‘Big Game’ because it cannot advertise at half time due to the NFL’s exclusive deal with Anheuser-Busch InBev, the parent company of Budweiser, Bud Light, Michelob Ultra and its new Bud Light Seltzer.

With the help of Dr Deirdre Barrett, Coors is cutting through the chaos of commercial breaks during the big game by opting to instead place ads for Coors Light and Coors Seltzer in the dreams of sports fans the night before.

The campaign comes from DDB Sydney and DDB Chicago, and is the first Super Bowl ad from the Australian office of the agency.

Using targeted dream incubation, the campaign sees a film designed with specific audio and visual stimuli, induce refreshing dreams of snow skiing, fresh air and waterfalls. As the stimuli proceeds during participants’ sleep, they are triggered to dream the Coors ad.

Barrett said: “I’ve studied dreams and methods to influence them throughout my career, but working with the artists of the Coors Dream Project was a novel opportunity to craft audio and visual stimuli that viewers could use to trigger specific dream content.

“We saw the results come to life in the Dream Lab trial run when participants reported similar dream experiences including refreshing streams, mountains, waterfalls and even Coors itself.”

The full eight-hour stimulus soundscape will launch on 3 February, refreshing the dreams of users before the Sunday, the day the Super Bowl will take place in the US. The campaign will be supported through retail, digital, YouTube, Facebook and Instagram. A promoted trend and live event will take place on Twitter.

Dreamers can take a look behind-the-scenes of the Big Game Dream on a bespoke website for the campaign. Additional videos which explain the science behind targeted dream incubation, and featuring the real people who experienced the dream will also be released.

Marcelo Pascoa, vice president of marketing at Molson Coors, said: “Targeted dream incubation is a never-before-seen form of advertising.

“Typically for big sports events, we see ads featuring over-the-top car chases, pyrotechnics, dramatic scenery and storylines, but with the Coors Big Game Dream, the dreamer is in the driver’s seat to create a chill, relaxing ad inspired by our visual and audio stimuli.”


Client – Molson Coors Beverage Company
Brands – Coors Light + Coors Seltzer
Client – Molson Coors Beverage Company
Chief Marketing Officer: Michelle St. Jacques
VP of Marketing, Coors Family of Brands: Marcelo Pascoa
Director of Marketing, Coors Light: Chris Steele
Director of Marketing, Coors Seltzer: Elizabeth Hitch
Senior Marketing Manager, Coors Light: Liz Cramton
Associate Marketing Manager, Coors Light: Mary Beugelsdijk
Brand Public Relations Manager: Rachel Dickens
Senior Media Manager: Kelly Ellefson
Associate Media Manager: Stephanie Feran
Senior Manager, Marketing Insights: Matt Slater

Creative Agency – DDB
Chief Creative Officer, Global: Ari Weiss
Chief Creative Officer, North America: Britt Nolan
Chief Creative Officer, Australia: Ben Welsh
Executive Creative Director: Colin Selikow
Creative Director: Brian Culp
Creative Director: Katie Bero
Creative Director: Ruth Bellotti
Associate Creative Director: Dan LaVigne
Senior Art Director: Elaine Li
Senior Copywriter: Jared Wicker
Senior Art Director: Shelby Bass
Senior Copywriter: Nick Garfield
Design Lead: Dru Jennett
Chief Production Officer: Diane Jackson
Executive Producer: Will St. Clair
Executive Art Producer: Suzanne Koller
Senior Producer: Annie Larimer
Senior Producer: Chris Shen
Production Manager: Jillian English
Talent Manager: Chris Quinn
Music Director: Alec Stern
VP, Strategy Director: Matt Babazadeh
Digital Director: Mike Norgard
Digital Strategist: Marianna Eboli
SVP, Group Account Director: Kiska Howell
Account Director: Jonathan King
Account Director: Katelyn Ledford
Account Supervisor: Colette Charak
Director of Project Management: Jen Polan

Production – Smuggler
Editorial – Cartel
VFX: preymaker | Creative + Technology
Audio – Sonic Union
Media Agency – Connect
PR Agency – Alison Brod Marketing + Communications


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