Last month, Coors launched its first USDA-certified organic brew, Coors Pure, with a literal “Beer Run” in Central Park and a nationwide beer giveaway for drinkers who simply ran in the shape of a Coors Pure can. Now, Droga5 New York has turned out the brand’s first national campaign, which debuts with the tagline, “Organic, but Chill About it.”
Coors Pure is an organic beer with three simple ingredients: barley, hops and water, 0 sugar, and only 92 calories. It’s a beer that lets you drink and maintain your healthy lifestyle. If you like beer and you also run every now and then—this beer’s for you. If you remember to cycle sometimes but conveniently “forget” other times—this beer’s also for you. If you’re into ultra-marathons or hiking at 5 am. Then no, this beer is not for you.
To launch this balanced beer, the Droga5-conceived campaign recognizes average Joes and Janes who’re trying to live a more balanced life and celebrates their everyday fitness wins—whether that’s going out for a jog just to escape their kids or switching to a standing desk because of a scary article they read one day. If they tried to live better, they deserve a beer.
The two hero :30 spots for the campaign are titled “Running Mom” and “Standing Desk Matt”–both feature the voice of Ali Wong as a literal talking can of Coors Pure that comes to life after our hero opens it at the end of the day. Through Wong, we hear the beer hype our heroes up after reviewing their healthy-ish moments during the day. Why? Just because they tried.
Both spots, including this one, “Running Mom,” were directed by Jeff Low of Biscuit Filmworks.
Credits
Client Molson Coors/Coors Pure Agency Droga5 New York Tim Gordon, Felix Richter, co-chief creative officers; Karen Land Short, executive creative director; Tara Lawall, group creative director; Bernardo Gonzalez, Michael Kleinman, associate creative directors; Danielle Gasbarro, copywriter; Jasper Yu, art director; Maddie Bone, director; Ruben Mercadal, associate director of film production; Roger Moran, sr. producer, film; Mike Ladman, sr. music supervisor; Nick Keenan, music supervisor; Ben Brown, group strategy director; Matt Forster, strategy director; Mariel Milner, communications strategist; Emily Banaszynski, communications strategist; Daria Koren, sr. data strategist. Production Biscuit Filmworks Jeff Low, director; Alwin Kuchler, DP; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Sean Moody, head of production; Grace Bodie, producer. Editorial MackCut Dave Koza, editor; Zoe Newman, assistant editor; Gina Pagano, exec producer; Sam Shafffer, sound design. Postproduction The Mill Mandy Harris, exec producer; Shannon Botts, sr. producer; Andre Vidal, sr. lead compositor; Joseph Yoon, associate compositor; Nick Metcalf, colorist; Lucy Gatanis, color producer. Music Squeak E. Clean Studios Greg Essig, composer; Zac Colwell, creative director; Chris Clark, executive creative producer; Danielle Toporoff, sr. producer. Sound Design/Mix Wave Studios Aaron Reynolds, sound designer; Chris Afzal, sound mixer; Vicky Ferraro, exec producer; Eleni Giannopoulos, producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
