NEW YORK (AdAge.com) -- Coors Brewing Co., Denver, this week breaks the first of 18 new TV spots unveiled to distributors at its annual convention last week.
ovations were two of six spots, from Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, for top brand Coors Light under the "Rock On" theme.
One spot flashed a montage of young men stating things they love and the other centered on a heavy guitar interpretation of the song "My Favorite Things."
Spending was not disclosed.
The brewer's new chief marketing officer, Ron Askew, had yanked previous spots and demanded new creative.