Watch Coors Light’s Super Bowl ad featuring Chill Train conductor LL Cool J

Fully booked with virtual passengers, and making its first trip in more than a dozen years, Coors Light’s speeding silver beer train barrels from a mountain, blasting ice into a Lainey Wilson photoshoot, freezing a man’s underpants and delivering a high-speed spoof of Corona’s “Find Your Beach” ads. The train then smashes into the living room of a football-watching family in time to cool simmering tensions. LL Cool J is revealed to be the conductor, and he cues up the O’Jays’ “Love Train,” completing a throwback of a Super Bowl ad for Coors Light. The 30-second ad, called “The Return of the Coors Light Chill Train,” will air during the first half of the Super Bowl on Feb. 11 on CBS. Droga5 handled the ad, directed by Daniel Warwick. The ad is Coors Light’s first-ever standalone Super Bowl spot (it shared last year’s commercial with Molson Coors sister brands Miller Lite and Blue Moon). Coors Light last ran a beer train ad in 2011. That campaign, originated by Foote Cone in 2005, also used “Love Train.” Check out the latest Ad Age events and award programs Passengers The brand fully booked the 100 seats on the train’s can-shaped cars it offered to consumers last week. Those fans, who secured available seats via an online contest in which a limited number of seats were made available each day, virtually ride the train via CGI, and will be paid $500 each as extras in the ad. Their faces will be viewable during a slow-motion version of the ad to be released on Sunday. According to Marcelo Pascoa, VP of marketing for the Coors family of brands, the brand had “hundreds of thousands” of visits to the Chill Train website and more than 20,000 visitors vying to book a virtual seat (through Feb. 1). Tickets were selected “in a matter of seconds,” Pascoa added. Viewers of the slow-motion ad will find other special guests aboard the train—Big Cat and PFT Commenter, co-hosts of the “Pardon My Take” podcast; Fran Mariano and Ria Ciuffo, co-hosts of “Chicks in the Office,”; “Thursday Night Football” analyst Kirk Herbstreit; and the “Coors Light Beer Wolf,” another brand advertising throwback, this one back from 1983. Coors Light is directing viewers to the 90-second version of the ad (below), which includes more scenes of icy mayhem including a dog whose water dish is frozen by the train and a father of the bride with a single tear frozen on his face. The beach scene spoofs Corona’s long-running “Find Your Beach,” ads, which picture people relaxing in Adirondack chairs on a beach. Corona is a product of Molson Coors’ rival, Constellation Brands. Wilson, whose album “Bell Bottom Country” was named Best Country Album at the Grammy Awards on Sunday, announced a multi-year partnership with Coors Light in January. As part of the deal, Wilson will be featured in digital and out-of-home advertising for Coors Light, beginning this month. The brand and the singer are also promoting limited-edition merchandise at Laineywilson.com. Wilson received nine awards including Entertainer of the Year at the Country Music Association Awards in November.

Watch Coors Light’s Super Bowl ad featuring Chill Train conductor LL Cool J

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