A man swims through the snow to 'keep it fresh' in new campaign for Coors Light

Debut campaign from Havas London is brand's first U.K. work in six years

Published On
Feb 04, 2020

Editor's Pick

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.



Feb 04, 2020
Client :
Coors Light
Agency :
Marketing and Consumer Excellence Director Molson Coors :
Jim Shearer
Marketing Controller American Beers Molson Coors :
Sophie Jamieson
Chief Creative Officer :
Mark Whelan
Creative Partner :
Rob Potts
Senior Creative :
Dan Bolton
Agency Executive Producer :
Kiri Carch Hammond
Agency Assistant Producer :
Fran Ellis
Agency Producer :
James Orr
Content Team :
Sally Barr
Content Team :
Lewis Chappell
Content Team :
Holly Illes
Managing Director :
Jennifer Black
Business Director :
Scott Needham
Account Director :
Holly Creasey
Account Manager :
Michael Freeman
Account Executive :
Katy David
Mark Sinnock
Planner :
Huw Devine
Designer :
Tammy Johal
Designer :
Luke Remon
Production Company :
Pulse Films
Director :
Sam Pilling
Executive Producer :
James Sorton
Producer :
Chris Harrison
Production Manager :
Ben Burdock
Director of Photography :
Ben Fordesman
Edit :
Editor :
Ellie Johnson
Post Production & Visual Effects :
The Mill
VFX Supervisor :
Ben Turner
VFX Supervisor :
Jamie Lancaster
Executive Producer :
Alex Fitzgerald
Producer :
Kirsty Ratcliffe
Line Producer :
Siddharth Baloni
Color :
The Mill
Colorist :
Thomas Mangham
3D Lead Artist :
Ed Shires
Audio :
Audio Engineer :
Anthony Moore
Audio Engineer :
Jack Hallett
Media Agency :
Media Planner :
Savannah Wright
PR Agency :
One Green Bean
PR Account Director :
Sophie Nicholson
Music :
“Fresh” by Majestic, Dread MC, FooR

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