By Webb Wright, NY Reporter

June 2, 2022 | 3 min read

There are lots of unofficial summer moments, and Coors Light is looking to celebrate them all in a new national TV campaign. Consumers can also expect lots of chill activations as the brand looks to spur summer sales.

In celebration of all the unwritten rules of summer, Coors Light has launched a campaign entitled ‘The official beer of everything unofficial.’ The campaign – which kicks off its first TV spot today – is Coors Light’s latest effort to position itself as a staunch supporter of all things chill, in both a figurative and literal sense of the word.

The TV spots, created by Mischief @ No Fixed Address, provide some examples of those unwritten rules and unofficial customs that some people may observe during the summer. We see a man, for example, peeing in a lake (“unofficial bathroom”); we also see two people, Coors Light cans in hand, smiling mischievously at each other as they score front-row seats at a MLB game (“unofficial seats until someone notices”).

“‘The official beer of everything unofficial’ celebrates the unwritten, unsung moments of summer that really make the season special,” said Marcelo Pascoa, Coors Family of Brands’ vice-president of marketing. “Because let’s be honest: doing things the unofficial way can be a lot more fun. Like ‘upgrading’ your seats at a baseball game until someone notices. Or enjoying an ice-cold Coors Light at a pool party where you are the only guest. We believe the best moments of summer are the unofficial ones.”

The first of the TV spots comes hot on the heels of a handful of additional quirky campaigns that Coors Light has brought to life in recent months in its ongoing effort to be “the beer made to chill.” Earlier this month, it unveiled its ‘Jort your jeans’ event series, which will feature pop-up shops in bars across the US where fans can turn their ordinary denims into jean shorts with the help of an on-site tailor. (The brand also said at the time that another “unofficial” start-date of summer was “as soon as it’s warm enough to wear jorts.”)

Kevin Mulroy, partner and executive creative director at Mischief, said: “Officially, this is a PR statement to kick off the Coors Light Summer campaign and continue our insanely fun partnership with Molson Coors. Unofficially, it’s to kick off a ton more super fun work coming over the next few months.”

In addition to the TV spot, the campaign will be rolled out across multiple channels, including online video, digital and social, and billboards.

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