Coors Light wants to whisk you away to your favorite virtual background—for real

Switching up our virtual conference call backgrounds to tropical locales or mountain retreats may be one way we’ve tried to ease the monotony of our grid-life funk. But now, Coors Light is offering to take work-from-homers to their fantasy getaways for real in its latest campaign. In a new campaign from DDB, the brand is inviting people to upload pics of themselves in their favorite video call backgrounds, and it will be rewarding five winners trips to those destinations. They’ll have until June 2022 to take their trips, so (hopefully) there will be a moment from now until then that they will feel safe to do so. To promote the effort the agency tapped Biscuit Filmworks director Noam Murro to direct a musical-themed spot featuring a guy in his conference call duds {shirt and tie and striped tracksuit bottoms) frolicking around his suburban neighborhood singing the Rodgers and Hammerstein classic “Oh What a Beautiful Morning.” As he dances about, he comes to a gorgeous mountainscape—but then all of a sudden he’s sucked back into the real world, where he’s staring at his coworker droning on in a video chat—against the backdrop of that same mountain scene. “Win a trip to the background you’ve been staring at for months,” the spot then reads. “After all this time at home, we are all probably a little guilty of daydreaming about the trips we’ll take in the future,” said Marcelo Pascoa, VP-marketing for the Coors family of brands in a statement. "This campaign gives people something to look forward to, and will maybe help keep our daydreaming in check.” Following the brand’s earlier “Made to Chill” campaign, “we wanted this campaign to continue helping our drinkers feel refreshed and hopeful, and fortunately, we didn’t have to sacrifice creativity to keep our teams, production, and talent safe,” he added.

Coors Light wants to whisk you away to your favorite virtual background—for real

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