Coors Light - "Coors Lights Out" by ANDY Awards 2024
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Coors Light - "Coors Lights Out"
- Brand: Coors Light
- Country: Canada
- Advertiser: Molson Breweries
| Title | Coors Lights Out |
| Agency | Rethink Communications Inc. |
| Campaign | Coors Lights Out |
| Advertiser | Molson Breweries |
| Brand | Coors Light |
| Date of First Broadcast/Publication | 2023 |
| Business Sector | Beers, Ciders, Lagers |
| Story | Shohei Ohtani, the greatest player in baseball, broke a Coors Light ad with a foul ball, leaving a black square of dead pixels on the can. Rather than fix the embarrassing flaw, Coors Light reacted. In just 48 hours, Coors Light launched an unofficial sports sponsorship that included a special edition can that replicated Ohtani’s broken ad. To build on the experience, the black square was added to existing Coors Light ads, including every screen inside Angel Stadium during a live game. With $0 in sponsorships or endorsements, Coors Light leveraged the star power of baseball’s premier athlete thanks to one broken ad. |
| Media Type | Case Study |
| Length | |
| AI Description | The Coors Light advertisement highlights an incident where a foul ball hit by baseball player Shohei Ohtani broke a digital ad at Angel Stadium, leaving a black square on the screen. Coors Light creatively leveraged this accidental flaw by launching a special edition commemorative can featuring the black square within 48 hours. The campaign utilized the anomaly in coordination with dynamic visuals and screens displaying the broken ad within the stadium. The creative marketing effort went viral, garnering widespread attention, prompting people to share and engage on social media. It culminated in Coors Light becoming incredibly popular and requested, particularly in Japan, despite no official MLB endorsement or sponsorship. |
| Production Company | Mt Vernon |
| Printing Company | Canworks Printing |
| Printing Company | BluEdge |
| Chief Creative Officer | Aaron Starkman |
| Chief Creative Officer | Mike Dubrick |
| Chief Creative Officer | Daniel Lobatón |
| Chief Strategy Officer | Sean McDonald |
| Executive Creative Director | Xavier Blais |
| Creative Director | Yusong Zhang |
| Associate Creative Director / Art Director | Nick Noh |
| Associate Creative Director/Copywriter | Jordan Darnbrough |
| Agency Producer | Kate A. Spencer |
| Integrated Producer | AJ Merrick |
| Studio Artist | Todd Bennett |
| Executive Producer | Ken Franchi |
| Motion Camera | Sean Teegarden |
| Motion Camera | Chad Sano |
| Still Camera | Christian Hoover Thompson |
| DIT | CJ Miller |
| Sound | Erik Clabeaux |
| Production Assistant | Eric Ellis |
| Production Assistant | Darian Grey |
| Production Assistant | Kaylor Myers |
| PR Lead | Meredith Montgomery |
| Public Relations Account Director in Strategy | Sara Lemmermeyer |
| PR Intern | Marta Miklas |
| Account Director | Samantha Miller |
| Account Director | Meaghan Daly |
| Account Director | Isaac Reynoso |
| Managing Director | Marie Lunny |
| Account Manager | Dishant Verma |
| Advertising Manager | Sofia Colucci |
| Advertising Manager | Marcelo Pascoa |
| Advertising Manager | Eric Kouri |
| Advertising Manager | Saron Strait |
| Advertising Manager | Maya McDonald |
| Advertising Manager | Allie Mason |
| Sr. Director, Partnership Services | Bobby Kowan |
