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

February 1, 2021 3:57

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.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Zoe Wilkinson

Zoe Wilkinson was a reporter at Mumbrella and the producer of the Mumbrellacast from March 2019 to May 2021.

Topics

Coors Coors Light DDB DDB Chicago DDB Sydney Deirdre Barrett Marcelo Pascoa Super Bowl

Latest

It's official: Google's AI Mode destroys informational clicks

Clemenger BBDO ramps up media as Omnicom integration takes hold

'Designed to intimidate': Police investigate targeting of journalist Nick McKenzie's house

Radio's killing season goes into overdrive, but is the Kyle & Jackie O national strategy dead too?

Is The Melbourne Cup too much of a gamble for sponsors?

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

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

SUBSCRIBE