Coors Light, Seltzer Big Game ad runs in dreams

During the Super Bowl, commercial breaks are notoriously swamped with beer advertisements. A certain, other beer brand seemingly controls the ad space – so much so that Coors is legally locked out from playing on TV screens nationwide during the Big Game.

However, AB has announced it is sitting out Super Bowl LV this year. Instead, the Anheuser-Busch InBev beer will use the marketing dollars to support Covid-19 vaccine awareness and access.

Even so, Coors Light and Coors Seltzer have decided not to drop $5.5 million on expensive TV spots to create a Big Game ad. Coors Light and Coors Seltzer announce the first Big Game commercial you can only see the night before game day in your dreams.

Our friends at DDB Chicago tapped into Dr. Deirdre Barrett, a leading psychologist, author and expert on dreams, to help Coors create a film with specific audio and visual stimuli to induce the most refreshing dream you’ll have all year.

Using Targeted Dream Incubation – the science of guiding dreams – Coors will shape and compel your subconscious using a stimulus film, and an eight-hour soundscape throughout the night, to trigger you to dream the Coors Big Game ad. Watch below:


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“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,” said Dr. Barrett. “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.”

“Targeted Dream Incubation is a never-before-seen form of advertising,” added Marcelo Pascoa, vice president of marketing at Molson Coors. “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.”

Additional behind-the-scenes videos explain targeted dream incubation, follow the visual artists who worked with Dr. Barrett to identify the visual and audio stimuli, and finally, show real people who have experienced the dream after watching the videos.

Starting yesterday, dreamers can watch a behind the scenes of the Big Game Dream on the website. The full length eight-hour stimulus soundscape and film will drop on 3rd February for refreshing dreams before Big Game Sunday.

The Coors Big Game Dream will be supported throughout retail and across digital channels, including YouTube, Facebook, and Instagram, along with a promoted trend and live event on Twitter.

DDB Chicago has been the brains behind several unexpected Super Bowl executions including the great Skittles Super Bowl spot for one, Skittles Super Bowl halftime show on Broadway, We expect this new Coors execution will prove to be successful as well.


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CREDITS:

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

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 DIRECTORS: Brian Culp, Katie Bero and Ruth Belllotti
  • ASSOCIATE CREATIVE DIRECTOR: Dan LaVigne
  • SENIOR ART DIRECTORS: Elaine Li and Shelby Bass
  • SENIOR COPYWRITERS: Jared Wicker and Nick Garfield
  • DESIGN LEAD: Dru Jennett
  • CHIEF PRODUCTION OFFICER: Diane Jackson
  • EXECUTIVE PRODUCER: Will St. Clair
  • EXECUTIVE ART PRODUCER: Suzanne Koller
  • SENIOR PRODUCERS: Annie Larimer and 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 DIRECTORS: Jonathan King and Katelyn Ledford
  • ACCOUNT SUPERVISOR: Colette Charak
  • DIRECTOR OF PROJECT MANAGEMENT: Jen Polan

PRODUCTION: SMUGGLER

  • DIRECTOR: Henry-Alex Rubin
  • EXECUTIVE PRODUCERS: Patrick Milling-Smith, Brian Carmody and Drew Santarsiero
  • HEAD OF PRODUCTION: Alex Hughes
  • PRODUCER: Leah Allina
  • PRODUCTION SUPERVISOR: Ashley Roberts
  • ASSISTANT PRODUCTION SUPERVISOR: Ricky Small
  • 1ST AD: Edward Walsh
  • DIRECTOR OF PHOTOGRAPHY: Matthew Woolf
  • PRODUCTION DESIGNER: Justin Allen
  • WARDROBE: Jenna Wright
  • CASTING DIRECTOR: Jodi Sonnenberg of Sonnenberg Casting

EDIT: Cartel

  • EDITOR: Kyle Valenta
  • EDITOR: Fernanda Cardoso
  • ASSISTANT: Grant Hall
  • SENIOR PRODUCER: Vietan Nguyen
  • EXECUTIVE PRODUCER: Lauren Bleiweiss

VFX: preymaker | Creative + Technology

MAKERS: Angus Kneale, Melanie Wickham, Jamie Scott, Adam Scott, Simon Holden, Greg Cutler, Brandon Phillis, Zach Fortin

AUDIO: Sonic Union

SOUND DESIGN / MIX: Rob Ballingall

MEDIA AGENCY: Connect

PR AGENCY: Alison Brod Marketing + Communications

SOURCE: Smuggler

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