Coors Light is embracing the post-Big Game blues with its latest campaign, turning Mondays into moments of ultimate chill.
In the beer brand's upcoming Super Bowl spot helmed by Mischief @No Fixed Address, football fans sluggishly go about their Monday routines — not as themselves, but as sloths.
Launched today, the campaign takes Coors Light's ongoing "Case of the Mondays" platform even further, blending humor, relatability, and the brand's signature chill factor.
In a press release, Coors Light Marketing VP Marcelo Pascoa highlighted how the sloth-centric spot perfectly encapsulates the feeling of Mondays:
"For weeks, we've been bringing this idea of 'Case of the Mondays' to life everywhere. Our ad is the culmination of all that hard work in an unexpected way."
Mischief Partner and ECD Kevin Mulroy chimed in, sharing how the agency and brand teamed up to create a unique and memorable spot:
"Coors Light and Mischief treated this no differently than anything we would do (with maybe 30 percent more toasting of Coors Light once we wrapped). It meant we could think outside of the game, and create something that gets people talking weeks before, and after, when they're enjoying their 'Case of the Mondays.'"
Coors Light initially launched the campaign in January with a misspelled ad that resulted in a funny and relatable moment for anyone struggling to focus at work.
Additionally, the brand has also introduced an exclusive merch collection featuring sloth-inspired apparel and accessories —including cozy sweat sets, bucket hats, blankets, and even a Chill Face Roller, helping fans ease into their Mondays with a little extra chill.
Last month, Coors Light also tapped "Veep" actor Timothy Simons to star in a humorous spot as he embodies a "Case of the Mondays."
Life in Slow Motion
The 30-second "Slow Monday" spot opens with a series of everyday scenarios that play out excruciatingly slowly.
Sloths are seen struggling through morning commutes, bagging groceries at a snail's pace, and barely making a dent in their work inboxes.
Even an intense car chase unfolds at a hilariously slow speed.
It’s not until one sloth grabs a pack of Coors Light — now featuring the limited-time "Mondays Light" design — that the energy shifts.
After a refreshing sip, the sluggishness melts away, replaced by the crisp, cold relief only Coors Light can deliver.
"Slow Monday" uses distinct and memorable images, coupled with a highly appropriate soundtrack, to create a relatable spot that will stand the test of time.
This underscores the value of brand storytelling, which is necessary for brands looking to launch authentic campaigns at major marketing events.
