Coors Light advertises in your dreams
When it comes to Super Bowl ads, everyone knows what to expect: celebrities, talking animals, dancing babies, and fictional characters. So instead of seeing Coors being locked out of the Super Bowl by Anheuser Busch and the NFL as a negative, DDB saw it as an opportunity to do something never done in the history of the big game – running a Super Bowl commercial in the one place nobody could stop us…people’s dreams.
The campaign was built around an online dream experience. When visiting CoorsBigGameDream.com participants could see the very first Super Bowl ad that only plays when you sleep. In the weeks leading up to the Super Bowl, DDB launched with a piece of film that ran in TV and Digital that announced the experience. And on the eve of the big game, singer and songwriter, Zayn Malik invited fans to “sleep with him” for a live stream of the Coors dream experience. People not only took notice. They tried it for themselves.