As football fans (Go Birds!) brace for the inevitable post-Super Bowl slump, Coors Light is here to remind everyone that slowing down can be a good thing. The brand’s 2025 Big Game commercial leans into the universal Case of the Mondays feeling—this time, with actual sloths.
What began as a clever marketing mishap from Mischief @No Fixed Address—accidentally misspelling “refreshment” as “refershment” on national billboards—has evolved into a full-blown campaign featuring limited-edition packaging, exclusive merch, and a hilarious Super Bowl spot that captures just how sluggish the Monday after football season can feel.
In the ad, set to Monday, Monday by the Mamas and the Papas, viewers watch as sloth-like characters fumble through their morning routines—moving at a painfully slow pace while bagging groceries, sifting through endless work emails, and even engaging in an absurdly slow-speed chase. The struggle continues until one lucky sloth gets their hands on a Coors Light 12-pack—or as the brand now calls it, a “Case of the Mondays”—instantly bringing back the chill that Coors is known for. Watch below:
The 30-second sloth-filled spot will air during the first half of Super Bowl LIX on February 9. Mischief’s Kevin Mulroy, Partner & ECD, emphasized that the creative approach wasn’t just about capitalizing on the Big Game hype but delivering something memorable long before and after the final whistle. “Marketers always think they have to step up for the Big Game because it’s the Big Game… but every piece of marketing should have the same care and creative input,” Mulroy said. “Coors Light and Mischief treated this no differently—except maybe with 30 percent more toasting of Coors Light once we wrapped.”
“The day after the Big Game, it’s easy to feel like a sloth—they perfectly capture that ‘Case of the Mondays’ feeling,” adds Marcelo Pascoa, Vice President of Marketing at Coors Light. “For weeks, we’ve been bringing this idea to life everywhere. Our ad is the culmination of that effort in an unexpected way.”
The campaign doesn’t stop with the commercial. Earlier this month, Coors Light doubled down on the Case of the Mondays theme by releasing Mondays Light, a limited-edition 12-pack available at retailers nationwide. Fans can even enter for a chance to win a free case—perfectly timed for the dreaded Monday after the Big Game.
To fully embrace the sloth lifestyle, Coors Light also launched a merchandise collection featuring cozy sweat sets, hats, tees, and even a Chill Face Roller designed to bring “mountain-cold refreshment” straight to your face. Due to overwhelming demand, the brand has expanded the collection to include sloth-themed bucket hats, blankets, beverage wraps, neck pillows, and T-shirts.
With Coors Light leading the charge, this might be the first Case of the Mondays that fans won’t actually mind.
Super Bowl LIX will air on Fox on February 9. To see other local Super Bowl stories, click here.
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