In Coors Light’s new commercial, Kansas City Chiefs quarterback Patrick Mahomes undertakes a high-stakes mission riding on top of the brand’s Chill Train. But due to NFL regulations that prohibit players from endorsing alcoholic beverages, no one will be able to see it until Mahomes retires.
Until then, the work by agency Mischief @ No Fixed Address will be buried in a time capsule at the Coors Brewery in Golden, Colorado. Fans can watch the capsule being buried on a YouTube livestream at 9 a.m. MT on June 28.
Coors Light teases the event with an ad showing Mahomes filming the commercial, until he’s interrupted by a producer who read his contract. The director laments that this was meant to be his big break, while another person on set wonders if they can return the 10,000 Patrick Mahomes figurines showing him in his action star getup.
But a guy responsible for misting the cans of Coors Light suggests they finish shooting anyway and dig up the ad when Mahomes finally has permission to promote beer.
The pixelated versions of the figurines, dubbed Redactrick, are for sale now through shop.coorslight.com, with proceeds benefiting the 15 and the Mahomies Foundation.
“Everyone knows I’m a Coors Light guy, and this summer we were cooking up something special,” Mahomes told ADWEEK. “Unfortunately, you’ll have to stay tuned until the day that we can finally share it with the world.”
Coors Light has skirted the NFL restrictions with Mahomes for the past two summers. In 2022, he promoted the limited-edition Coors Light flashlight that was also sold to raise money for his charity. Last year, he endorsed the Coors Light Bear as the perfect companion for a golf outing or trip to the beach.
“After successfully launching The Coors Light and Coors Light Bear with Patrick, we wanted to do something truly unique and memorable for this campaign that was unlike the previous two years,” Molson Coors vice president of marketing Marcelo Pascoa told ADWEEK.
“Given Patrick’s contractual restrictions around promoting Coors Light, we thought it would be fun to create a commercial that can’t be shown right away and instead, can be kept safe in a time capsule until the time is right to open it.”
