Coors Light gets locked out of the Super Bowl every year due to Anheuser-Busch's exclusive contract with the NFL. So how did we get noticed when we legally couldn't advertise during the biggest game of the year? We ran our Super Bowl ad in the one place where there are no rules. Your dreams.
ANDY Awards - Gold Winner
One Show - 6x Shortlist
Partnering with Harvard dream psychologist Dr. Deirdre Barrett, we developed a 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.
STIMULUS FILM
International megastar (and international sex symbol) Zayn Malik tried it out for himself live on instagram for 8 straight hours. Thousands of stans' dreams of sleeping with Zayn finally came true.
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
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
Stim Film Director: Sean Hellfritsch
Stim Film Production: Ghost Robot, The Mill
