Coors Light

The Problem

Coors Light is locked out of the Super Bowl every year 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 run our Super Bowl ad in the one place where there are no rules: your dreams.

Partnering with Harvard dream psychologist Dr. Deirdre Barrett, we developed first-of-its kind video and audio stimulus designed to induce a dream about Coors – starring any celebrity you want, and packed with various other Super Bowl tropes.

We received over 1.4 billion earned media impressions, upped social engagement by 3,000% and invented a new advertising medium along the way. Take a look at our interview about working on this dream project!

Stimulus Film

We even got the hottest One Direction member to try and dream our commercial!

Agency: DDB
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