Coors Light has released a commercial to celebrate The Holiday Beerman and encourages people to chill their beer with the newest holiday tradition for grown-ups, by sticking some Coors Light in a pile of snow and giving it a face.
The spot features a Beerman who comes to life and starts playing the piano. That’s not all: he’s also performing a striking cover of Boston’s 80’s rock anthem More Than a Feeling with a fellow beerman playing the guitar nearby.
The beer brand’s new campaign includes live TV advertising, social and digital spots. Additionally, a custom Beerman can design will be available for purchase later this month in New York City via MiniBar and select participating retailers.
Coors Light has other surprises for consumers, too. Starting December 14, it partner with actor, musician and comedian Adam Devine to encourage drinkers to build their best Beerman with whatever’s on hand. To enter, consumers have to respond with a comment to the Build Your #Beerman contest post on the brand’s Facebook or Twitter account, including a photo of their best version of Beerman, why they deserve a “winter wonderland,” and #Beerman and #Contest hashtags. Coors Light will select one winner (they must be in the continental U.S.) and transform their yard into a winter wonderland.