Coors Light is changing up its U.K. campaign, with its first work for the region in six years. It's swapping previous pitch-man Jean-Claude Van Damme building an ice bar for another man who really, really likes the cold—but in an even more surreal way. 

A campaign via Havas London launches a new positioning, "Keep it Fresh," with a spot set on a mountain-top, where our protagonist dons a swimming cap, goggles and a tight pair of trunks, as though about to go for a swim. But instead of the ocean or a pool, he dives into the snow. We see him front crawl past hikers, slalom round skiers, leap like a salmon over a crevice and, as he approaches the summit, indulge in a spot of backstroke to admire the view. Finally, he emerges at a bar and rubs himself down as the barman pours him a pint of Coors Light. It ends with the line "Whatever you do, keep it fresh."

The ad is directed by Sam Pilling via Pulse, and is set to the soundtrack of garage track "Fresh" by FooR, Majestic and Dread MC.

The campaign, which marks Havas London’s first work for Coors Light since winning the account in 2018, spans out of home executions, social, digital and PR activity and a series of idents, which will appear across Coors Light’s sponsorship of comedy on Channel 4.