So when you have to replace 80's action hero Jean Claude Van-Damme from fronting your ad campaign - where else do you go than to a talking bear hat? Right?
Coors Light has decided that weird is the best way forward with life after its pretty successful partnership with the Muscles from Brussels and we can't say we disagree with it.
The bear hat (we're pretty certain we've never written about a bear hat before) talks the viewers through some good times and how they can be enjoyed alongside some Coors Light in a montage of clips - including two students in inflatable sumo wrestling suits on a bus - in an effort to inspire.
It certainly has an idea at its core and we're looking forward to seeing where this one leads in the future.
Who wants a cold one?
Client: Coors Light
Say Yes To Yes
Agency: Leo Burnett
Creative Director: Judy John
Group Creative Director (AD): Anthony Chelvanathan
Group Creative Director (CW): : Steve Persico
Executive Producer: Emma Du Boisson
Group Account Director: Chris Perron
Production Company: Soft Citizen
Director: The Perlorian Brothers
Executive Producer: Link York
Editing Facility: Rooster Post Production
Editor: Marc Langley
Assistant Editor: Nick Greaves
Executive Producer: Melissa Kahn
Producer: Yumi Suyama
Colour Facility: Alter Ego
Colourist: Eric Whipp
Assistant Colourist: Patrick Samaniego
Finishing Facility: Fort York VFX
Lead Flame Artist: Paul Binney
Flame Artist: James Marin
Executive Producer: Amanda Larivière
Audio House: Grayson Matthews
Original Music & Sound Design - Grayson Matthews
Casting & Voice Direction: Grayson Matthews