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Coors Light and Coors Seltzer Share the First Big Game Ad That Runs in Your Dreams

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The beer brand partnered with DDB, SMUGGLER and preymaker to use the science of Targeted Dream Incubation to give you the most refreshing Super Bowl ad experience ever

Coors Light and Coors Seltzer Share the First Big Game Ad That Runs in Your Dreams
During the Big Game, commercial breaks are notoriously swamped with beer advertisements. A certain, other beer brand seemingly controls the ad space - so much so that Coors is legally locked out from playing on TV screens nationwide during the Big Game. However, Coors Light, the beer made to chill, and Coors Seltzer, the hard seltzer with a mission to restore America's rivers, don’t need expensive TV spots to create a Big Game ad. Today, Coors Light and Coors Seltzer announce the first Big Game commercial you can only see the night before game day in your dreams.

In a collaborative effort between DDB Sydney and DDB Chicago, and with the help of Dr. Deirdre Barrett, a leading psychologist, author and expert on dreams, Coors created a film with specific audio and visual stimuli to induce the most refreshing dream you’ll have all year. Using Targeted Dream Incubation – the science of guiding dreams – Coors will shape and compel your subconscious using a stimulus film, and an eight-hour soundscape throughout the night, to trigger you to dream the Coors Big Game ad.

“I’ve studied dreams and methods to influence them throughout my career, but working with the artists of the Coors Dream Project was a novel opportunity to craft audio and visual stimuli that viewers could use to trigger specific dream content,” said Dr. Barrett. “We saw the results come to life in the Dream Lab trial run when participants reported similar dream experiences including refreshing streams, mountains, waterfalls and even Coors itself.”

“Targeted Dream Incubation is a never-before-seen form of advertising,” added Marcelo Pascoa, vice president of marketing at Molson Coors. “Typically for big sports events, we see ads featuring over-the-top car chases, pyrotechnics, dramatic scenery and storylines, but with the Coors Big Game Dream, the dreamer is in the driver’s seat to create a chill, relaxing ad inspired by our visual and audio stimuli.”

Additional behind-the-scenes videos explain targeted dream incubation, follow the visual artists who worked with Dr. Barrett to identify the visual and audio stimuli, and finally, show real people who have experienced the dream after watching the videos.

Starting today, dreamers can watch a behind the scenes of the Big Game Dream on the website. The full length eight-hour stimulus soundscape and film will drop on 3rd February for refreshing dreams before Big Game Sunday. The Coors Big Game Dream will be supported throughout retail and across digital channels, including YouTube, Facebook, and Instagram, along with a promoted trend and live event on Twitter.

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Client: Molson Coors Beverage Company

Brands: Coors Light + Coors Seltzer

Client: Molson Coors Beverage Company

Chief Marketing Officer: Michelle St. Jacques

VP of Marketing, Coors Family of Brands: Marcelo Pascoa

Director of Marketing, Coors Light: Chris Steele

Director of Marketing, Coors Seltzer: Elizabeth Hitch

Senior Marketing Manager, Coors Light: Liz Cramton

Associate Marketing Manager, Coors Light: Mary Beugelsdijk

Brand Public Relations Manager: Rachel Dickens

Senior Media Manager: Kelly Ellefson

Associate Media Manager: Stephanie Feran

Senior Manager, Marketing Insights: Matt Slater


Creative Agency: DDB

Chief Creative Officer, Global: Ari Weiss

Chief Creative Officer, North America: Britt Nolan

Chief Creative Officer, Australia: Ben Welsh

Executive Creative Director: Colin Selikow

Creative Directors: Brian Culp, Katie Bero and Ruth Belllotti

Associate Creative Director: Dan LaVigne

Senior Art Directors: Elaine Li and Shelby Bass

Senior Copywriters: Jared Wicker and Nick Garfield

Design Lead: Dru Jennett

Chief Production Officer: Diane Jackson

Executive Producer: Will St. Clair

Executive Art Producer: Suzanne Koller

Senior Producers: Annie Larimer and Chris Shen

Production Manager: Jillian English

Talent Manager: Chris Quinn

Music Director: Alec Stern

VP, Strategy Director: Matt Babazadeh

Digital Director: Mike Norgard

Digital Strategist: Marianna Eboli

SVP, Group Account Director: Kiska Howell

Account Directors: Jonathan King and Katelyn Ledford

Account Supervisor: Colette Charak

Director of Project Management: Jen Polan


Production: SMUGGLER

Director: Henry-Alex Rubin

Executive Producers: Patrick Milling-Smith, Brian Carmody and Drew Santarsiero

Head of Production: Alex Hughes

Producer: Leah Allina

Production Supervisor: Ashley Roberts

Assistant Production Supervisor: Ricky Small

1st AD: Edward Walsh

Director of Photography: Matthew Woolf

Production Designer: Justin Allen

Wardrobe: Jenna Wright

Casting Director: Jodi Sonnenberg of Sonnenberg Casting


Editorial: Cartel

Editor: Kyle Valenta

Editor: Fernanda Cardoso

Assistant: Grant Hall

Senior Producer: Vietan Nguyen

Executive Producer: Lauren Bleiweiss

VFX: preymaker | Creative + Technology

Makers: Angus Kneale, Melanie Wickham, Verity Grantham, Jamie Scott, Adam Scott, Simon Holden, Greg Cutler, Brandon Phillis, Zach Fortin, Christian Reyes

Music and Sound

Audio: Sonic Union

Sound Design / Mix: Rob Ballingall

Media and PR

Media Agency: Connect

PR Agency: Alison Brod Marketing + Communications

Categories: Beers, Alcoholic Beverages

SMUGGLER, Wed, 27 Jan 2021 14:10:18 GMT