Is Coors Light's new campaign an ad for the beer brand or for a fashion designer? Well, it's kind of both.
In a new documentary-style spot, Coors Light shifts from schlepping beer to a long-form piece that tells the story of a Los Angeles-based fashion designer and entrepreneur named Shezi. Shezi says that he has always dreamed about opening up his own shop—and got close to finally doing so—before a heart tumor pushed back his plans last year.
After learning about Shezi's past, racing music kicks in and we follow Shezi on his journey to recovery, ultimately ending in a kick-off party to finally open his store called OU:RS in Hollywood (there is also an ecommerce site).
"Doctors would tell me to walk three times a day, and I would walk five times a day. I started getting stronger and that's when you can't stop me," he says in the spot.
There is also a Hispanic version of the clip with subtitles.
Besides branding at the beginning and end of the clip, a Coors Light bottle only makes a brief appearance during the party scene, which is by design. The two-and-a-half minute spot is Coors Light's first piece of branded content for a web series dubbed "My Climb. My Story." that will include more films during the next year. The spot will be shared to Coors Light's Facebook, YouTube, Twitter and Instagram accounts.
72andSunny has been developing the brand's broader lifestyle appeal and moving away from humorous ads since winning the account last year. In the agency's first work for the brand in February, it focused on the brand's own "mountain" and story.
"Now we wanted to go out and find real people, helping them tell their story to inspire others facing obstacles on their journey," a rep for 72andSunny said. "This branded content series is a way for us to focus on fresh, diverse voices in culture."
"We searched broadly for unexpected and compelling stories of real people taking on challenges, bringing the campaign idea to life. When Shezi's story surfaced, we instantly fell in love with his dynamic character and incredible perspective. His story was exactly what we had in mind and we're so excited to help share it."
Client: Coors Light
Chief Executive Officer: Gavin Hattersley
Chief Marketing Officer: David Kroll
Sr. Marketing Director, CFOB: Elina Vives
Sr. Marketing Manager: Danielle Rappoport
Associate Marketing Manager: Jamie Lugo
Director, Marketing Communications, MillerCoors: Scott Bussen
Group Creative Director: Frank Hahn
Creative Director/Designer: Galen Graham
Creative Director/Writer: Jed Cohen
Sr. Designer: Gabo Curielcha
Sr. Writer: Francisco Puppio
Jr. Writer: Matt Fink
Jr. Designer: Chris Ruh
Group Strategy Director: Matt Johnson
Strategy Director: Robyn Pocrnich
Jr. Strategist: Chelsea Gilroy
Data Strategist: Annie Yuan
Group Brand Director: James Stephens
Brand Director: Andrew Krensky
Brand Manager: Jena Casiean
Brand Coordinator: Brittany Lewis
Community Manager: Sofia Hexsel
Business Affairs Director: Christina Rust
Business Affairs Manager: Noah Winter
Business Affairs Coordinator: Tempest Johnson
Group Production Director: Nicole Haase
Executive Film Producer: Jim Haight
Sr. Film Producer: Lindsey Wood
Film Producer: Jamie Glass
Jr. Film Producer: Chloe Scott
Production Company: HECHO EN 72
Director: Daniel Addelson
Director of Photography: Logan Triplett
Hecho Creative Director: Evan De Haven
Senior Producer: Jonny Edwards
Line Producer: Brian Armstrong
Jr. Producer: Michael Bergin
Colorist: Logan Triplett
Editors: Daniel Addelson, Aaron Leichter, Amanda Tuttle and Stevo Chang