Coors Light Will Bury New Patrick Mahomes Commercial in a Time Capsule

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.”

CREDITS

Agency: Mischief @ No Fixed Address
CCO, co-founder & partner: Greg Hahn
Executive creative director & partner: Bianca Guimaraes
Executive creative director & partner: Kevin Mulroy
Associate creative director, copywriter: Craig Shervin
Associate creative director, art director: David Spradlin
Head of production & partner: Will Dempster
Senior producer: Tatiana Lanier
Business manager: Elly Lupi
President & partner: Kerry McKibbin
Managing director: Alison Whisenant
Group account director: Sam Crawford
Account director: Sean Kittredge
Account supervisor: Tori Berels
Account executive: Aerin Glover
Partner & head of strategy: Jeff McCrory
Group communications planning director: Rachelle Avila
Senior strategist: Andrew Sakuda
Head of development: Oliver McAteer

Client: Coors Light
Chief marketing officer North America: Sofia Colucci
VP, marketing: Marcello Proenca Pascoa
Marketing director: Katie Feldman
Marketing manager: Lauren Flicher
Associate marketing manager: Paige Snively
Director, sports & marketing: Adam Dettman
Brand public relations manager: Vincent Ventura
Senior media manager: Nathan Knaeble
Associate media manager: Sarah Dent

PR agency: ABMC
Executive vice president: Brooke Scher Mogan
Account director: Erika Berg
Account supervisor: Kristin Martinez

Production Company: Strike Anywhere
Director: Pete Marquis
Executive producer: Victoria Guenier
Line producer: Adam Lawson
Director of photography: Don Burgess
Production designer: Winona Yu
Model maker: Greg Aronowitz
Celebrity stylist: Suna Kwak
Wardrobe stylist: Jnet Schwarz

Photography, Patrick Mahomes: Lab Six Group
Photographer: David Kushner

Photography, Time Capsule: Billy Siegrist
Photographer: Billy Siegrist

Editorial: Arcade NY
Editor: Ali Mao
Assistant editor: Max Hoffman
Partner, executive producer: Sila Soyer
Head of production: Fanny Cruz
Senior post producer: Ellen Lavery

Post/VFX/CGI: Be Epic
Executive producer: Lion Graff
Senior VFX producer: Anya Kruzmetra
VFX production coordinator: Julia Bruehler
VFX supervisor: Radoslaw Jamrog
CG supervisor: Felix Hoehne
On-set supervisor: Jan Hübel
Post production supervisor: Milan Braune
Post production supervisor: Eduardo Lopes
VFX artist: Felix Batzer
VFX artist: Alexander Bollgoehn
VFX artist: Michael Eichner
VFX artist: Florian Friedmann
VFX artist: Roman Neugebauer
VFX artist: Jonathan Nordloef
VFX artist: Sailesh Parajuli
VFX artist: Marc Pantenburg
VFX artist: Lara Schmitter
VFX artist: Benjamin Sugar
VFX artist: Tobias Teupel
DMP concept design: Paula Blesa
Hongru Chen, Flame Lead
Matchmove artist: Christopher Gaudl
Matchmove artist: Walid Ben Henda
Matchmove artist: Vincent Langer
Matchmove artist: Johannes Weiss

Gelaro Grace Studio, Rotoscopy
Pipeline: Tony Dorfmeister
Pipeline: Tino Waschke
Color: Rare Medium
Colorist: Fergus McCall
Color assist: Nicholas Hiltner
Executive producer: Heath Raymond

Audio: Wave Studios NY
Sound designer & mixer: Isaac Matus
Producer: Eleni Giannopoulos
Executive producer: Vicky Ferraro
AVO casting: Janet Eisenberg
Casting director: Janet Eisenberg

Time Capsule Burial Ceremony: Hunters Point
CVO & owner: Kelly Markus
Production director: Eve Cohen
Design director: Jackie Requeima

Time Capsule Device: DoubleTake Design
Partner & creative technologist: Josh Corn
Head of design: Simon Ellison