Coors Light continues its “My Climb. My Story” series started last year, with a new documentary-style spot, starring professional boxer Josue “JD” Rivera.
“Challenges are opportunities to reach new heights” – is the onscreen line at the beginning of the trailer released by the beer brand, featuring Rivera, who found through boxing a place to belong and built a community worth fighting for.
“There’s nothing better than having a family even if it’s not blood. That’s why I do this. It’s about being part of something bigger than just you. There’s a family I’m fighting for. My gym, my reputation. It’s all on the line.” – says Rivera in the 30-second clip, which features him training hard for his fights and promotes the full story, which can be easily accessed by clicking on a link.
The brand highlights that “we all have a mountain to climb” and “a challenge that calls us higher” and urges viewers to climb on.
The films from this series, which are the brand’s first branded content, have been created in collaboration with 72andSunny agency, and presented also fashion designer Shezi and food truck owners Sami and Rose.