Coors Light challenges people to challenge themselves and climb their own "mountains" in a new campaign out of recently-appointed 72andSunny. The campaign is aimed at appealing to both men and women, in a departure from the brand's previous focus on male drinkers.
The campaign will debut on TV starting January 31 during the Winter X Games with a 60-second film that features multiple vignettes of both sexes pushing their limits at activities like running, yoga, mountaineering, bull-riding and boxing. The spot then focuses in on Coors Light's brewing practices and its origins in the mountains of Colorado, and its own "mountain" of "brewing the world's most refreshing beer." It ends with the tagline "Climb On."
The serious tone of the work is a contrast to Coors Light's recent light-hearted European ads, which featured Jean-Claude Van Damme crafting ice sculptures and showing off some dance moves.