After months looking at backgrounds of exotic locations during the ongoing pandemic, a handful of lucky folks will get the opportunity to visit one of those destinations thanks to Coors Light.
Hopeful jetsetters will enter the sweepstakes by uploading photos of themselves in their favorite videochat background. Five will win trips to their ideal locations, redeemable until June 2022, allowing winners to take their trips when they are comfortable.
Part of a campaign introducing the contest is this spot–”What a Beautiful Day”–directed by Noam Murro of Biscuit Filmworks for DDB. We see a man–adorned in sweatpants, a dress shirt and necktie–emerge from his apartment building and journey through city streets and suburban neighborhoods, singing a rendition of Rodgers and Hammerstein’s “Oh What a Beautiful Morning.” Along the way he has various animals getting in on the act–a bombardier pigeon, raccoons and deer–until he finds himself in one of those picture-perfect videochat backgrounds, a beautiful mountain landscape. As he sings the final notes, we snap back to his reality to reveal the guy is actually stuck in his apartment staring at a monotonous business presentation on his videochat screen with an outdoor background like so many of us.
A promising super appears which reads, “Win a trip to the background you’ve been staring at for months.”
Marcelo Pascoa, VP of marketing for the Coors family of brands, said, “After all this time at home, we are all probably a little guilty of daydreaming about the trips we’ll take in the future. This campaign gives people something to look forward to, and will maybe help keep our daydreaming in check. It was unique in its approach considering the current moment, but what is most exciting is that we were able to create a film and a campaign that feels up to par with the work we’ve done since launching ‘Made to Chill’ last year. We wanted this campaign to continue helping our drinkers feel refreshed and hopeful, and fortunately, we didn’t have to sacrifice creativity to keep our teams, production, and talent safe.”
The campaign is a continuation of the alluded to “Made to Chill” campaign and will run across national broadcasts, online, and social media until October 1.
