Coors Lights Out

Content-Social/Viral/Promotional - Series

2024

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com

Client: Coors Light Chief Creative Officer: Aaron Starkman, Mike Dubrick Chief Strategy Officer: Sean McDonald Executive Creative Director: Xavier Blais Writer: Xavier Blais Creative Director: Yusong Zhang Associate Creative Director: Nick Noh, Jordan Darnbrough Art Director: Nick Noh Copywriter: Jordan Darnbrough Producer: Kate A. Spencer Director of Print Production: AJ Merrick Studio Manager: Todd Bennett Production Artist: Todd Bennett Strategist: Marguerite Gaylie Production Company: Mt Vernon Production Company Executive Producer: Ken Franchi Motion Camera: Sean Teegarden, Chad Sano Still Camera: Christian Hoover Thompson II Digital Image Technician CJ Miller Audio: Erik Clabeaux Production Assistant: Eric Ellis, Darian Grey, Kaylor Myers PR Lead: Meredith Montgomery Account Director: Sara Lemmermeyer PR Intern: Marta Miklas Partner, Managing Director: Marie Lunny Account Manager: Dishant Verma PR Agency: Phaedon Senior Director: Samantha Miller Account Director: Meaghan Daly Media Relations Lead: Isaac Reynoso Associate Director: Jack Satzinger Talent: Angels Baseball Sr. Director, Partnership Services: Bobby Kowan Printing Company: Canworks Printing, BluEdge

Shohei Ohtani, the greatest player in baseball history, hit a Coors Light ad with a foul ball during a game, breaking the screen and leaving a black square of dead pixels right on the can. Rather than fix the embarrassing flaw, Coors Light turned it into an unofficial sports sponsorship, adding the same black square to a new special-edition can and to Coors Light's existing ads within 48 hours.