Coors Brewing Company Unveils 2007 Advertising

Business Wire, March 20, 2007

"World's Fastest Eater"

Agency: Draftfcb, Chicago

Music: Original Music

Tagline: "The World's Most Refreshing Beer"

Celebrity Involvement: Takeru Kobayashi

Summary: Coors Light presents the World's Fastest Eater - Takeru Kobayashi. On a hot summer evening, Kobayashi makes his way through his neighborhood to his local bar. On his way to the bar he inhales a number of hot dogs and a scoop of ice cream so fast that on-lookers are amazed. And at the end of a long day the world's fastest eater orders the world's most refreshing beer, frost-brewed Coors Light to quench his thirst.

"Bus Stop"

Agency: Draftfcb, Chicago

Music: The O'Jay's "Love Train"

Tagline: "The World's Most Refreshing Beer"

Summary: At the end of a long, hot workday, a group of sweaty people at the bus stop anxiously await for the bus to arrive. Much to their surprise and delight, the Coors Light Silver Bullet Train arrives instead of the bus and delivers refreshment as cold as the Rockies to all that it passes.

"Taxi"

Agency: Draftfcb, Chicago

Music: The O'Jay's "Love Train"

Tagline: "The World's Most Refreshing Beer"

Summary: At the end of a long, hot workday, the city streets are jammed with rush hour traffic and hot pedestrians. As a taxi driver sits in the blistering heat of his cab, he checks his rear view mirror to see something in the distance making way through the traffic. It's the Coors Light Silver Bullet Train, blasting down the road and tossing ice-cold Coors Lights to the many grateful adult pedestrians.

"Protection"

Agency: Draftfcb, Chicago

Music: Original Music

Tagline: "The World's Most Refreshing Beer"

Summary: This spot supports Coors Light Frost Brew Liner cans. As a father and his 26-year-old son watch television, the father begins asking his son about ladies, parties and "protection." While the son makes a "you've got to be kidding me" expression and reminds his father that he is 26 years old, the father persists and says "You're never too grown up for your old man to give you one of these," as he reaches into the brown paper bag at his feet and reveals a Coors Light can with the protective liner that locks in the special Frost Brew taste.

"Pregnancy"

Agency: Draftfcb, Chicago

Music: Original Music

Tagline: "The World's Most Refreshing Beer"

Summary: This spot supports the announcement of the new Coors Light Cold Activated Label. Inside a young married couple's apartment, a woman awaits the results of a pregnancy test in the bathroom. Meanwhile, her husband waits outside of the refrigerator for the mountains on his Coors Light label to change color, indicating that the beer has reached its optimal drinking temperature. Their excitement is apparent and at the same time as the woman rushes into the kitchen with her pregnancy test in hand, the husband retrieves his beer from the refrigerator. They turn to each other and simultaneously say "It turned blue!"

"Mountain Stream"

Agency: Draftfcb, Chicago

Music: Original Music

Tagline: "The World's Most Refreshing Beer"

Summary: This spot supports the announcement of Coors Light's Wide Mouth Can. As three guys hike through the forest, they come upon a breathtaking waterfall as one of the guys comments, "behold the wonder of it, its wide mouth allowing it to flow cold and unrestrained to all that is parched." The other two guys are quite impressed of his affection for the waterfall only to find out he's speaking of the Coors Light wide mouth cans.