Creative Director’s Choice gives creative directors a chance to highlight the best work and spotlight campaigns that are making a difference.
This week, Scott Marshall, creative director at Cut Media, explains why Coors Light’s ‘Fresh Climb’ is a fresh take in the crowded beverage market.
For years, Coors Light has been transporting us deep into the sub-zero landscape of the Rocky Mountains to symbolise the crisp, cool nature of its beer. Most recently, Coors’ ads came in the iconic form of Jean Claude Van Damme clad in double-denim – his silky voice echoing through an arctic tundra as he dances in his ice bar, making repeated snow angels as a nod to the feeling of the ice cold refreshment.
In the crowded world of drinks advertising, Coors Light's latest ad, ‘Fresh Climb’, stands out among the competition. For a brand that has historically communicated its product's USPs through fun and memorable campaigns, the bar for a new campaign was set high. Together with Havas London, Pulse Films created something that effectively communicates the Coors Light brand and its product as something fun, light and refreshing – successfully resonating with and engaging its existing customers while connecting the brand with a new, emerging consumer.
The idea? Simple(ish).
Take a swimmer to the snow-covered Alps, have them swim up the mountain, salmon leap across a glacial crevasse and be rewarded at the top with an ice-cold pint of Coors Light (yes, you read that right).
The implementation? Exquisite.
The concept could have been considered gimmicky, however the flawless technical execution gave the ad the integrity it needed to succeed. The combination of The Mill’s complex studio and VFX plates with on-location shooting results in a textbook example of film craft and solid brand awareness. Once again Sam Pilling of Pulse films has worked his magic to produce a compelling and entering story of the completely ridiculous, bringing fully to life an idea that on paper is fairly simple.
The irony is that although immersed in a snowy environment, the ad brings a sense of warmth and humour. We’re left with a highly effective ad that really makes you smile. Well done, Coors. That was fresh.
I feel cold just thinking about it… time for a beer?
Scott Marshall is creative director at Cut Media and based in Glasgow.
See the spot by clicking on the Creative Works box below.
To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.