Gridiron titan Tom “The Iceman” Flores, who joined the National Football League’s ranks as its first Latino quarterback in the 1960s and later secured two Super Bowl victories as a head coach, is up for induction into the Pro Football Hall of Fame. And as of today, his candidacy is getting a boost from an unlikely ally: Coors Light.
The Molson Coors-owned brand is wading into the selection process with a new 30-second TV commercial, cut in both English- and Spanish-language versions, starring Flores that questions why the football great has been snubbed by the Hall for so long. To complement the spot, Coors Light will also launch a microsite where fans can petition for the 83-year-old Flores’ induction and sign up for free beer to celebrate his legacy.
The Hall of Fame advocacy campaign, which Coors Light believes is a first for any brand, was the brainchild of creative shop Alma; PR strategy is being handled by ICF Next.