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I’ve never had the urgent need to remove my bra but I definitely get home and open a beer. I kind of like the sentiment. Not all ladies are going out for cosmos with their ‘girl squad' after work...
Rest of the campaign:
A male athlete. “The official beer of being done wearing a jock strap.”
Old grandma. “The official beer of being done wearing dentures.”
Used car salesman. “The official beer of being done wearing a toupee.”
But did you understand it? 🧐
Loved this commercial. It felt like it had genuine female insights. The bandaid on the heel was the best part. And personally, I’m not in my house for more than 2 minutes without taking off my bra
glad Coors is doing something with more meaning than “cold beer for parties.” it’s a IDGAF beer for IDGAF moments. and this is a real AF insight for working women.
that being said, it really didn’t need that line. was reiterating what i just watched for 15 seconds. leave that shit on a billboard.
That’s exactly my issue w it. Love the band aid on the heel, love the sentiment. Would’ve been much cleaner with no line or something less straightforward. Beer drinkers are perceived as largely male, it’s have been rad to have a lady-focused "in-joke” as the tag line instead
Execution is not great but as someone who has worked on multiple beer/liquor accounts, it’s actually a big difference showing someone drinking alone. A lot of brands wouldn’t touch that notion with a 10 foot pole. Diageo brands for example have a rule that they don’t show alcohol as the catalyst for changing your mood or making things “better”
I like it. I like the other one of the guy drinking in the shower as well. It’s an interesting relatable take on how people enjoy beer that’s not a group of friends at a fake looking bar
I do, too.
I cringed and totally grossed out. I’m obviously a different target that keeps my bra on 😜
You never take your bra off?
I don’t think you’re doing it right
That is seriously bad work...where on earth is the brand in that???
Tells us, where do you work at VP 1?
Plenty of copywriters have dug out the old “official ____ of ____” nugget.
I fucking love this.
I wish. I spend most of my time in social post and banner hell.
It’s fine. They’re fine. Just fiiiine.
But the terrible music wrecked em for me.
I read this in the voice of Holly Flax
I’m practically taking my bra and pants off as I’m crossing the threshold of my house. I dig it
Taking off your bra at the end of the day is one of those small, sweet pleasures in life. Just like having a beer. Nailed the insight. Not a huge fan of the execution, but I paid attention to it.
I love it.
It’s brave for being different from other beer advertising, but it’s really not very good. And ignores what the brand is.
Isn’t cold—>chill something of a brand extension, with a little millennial top-spin? While Coors copy has always been related to its point of origin as a USP (okay, I’m not defending that), they’ve done plenty of the requisite « good buds, popplng a beer and, uh, chilling » parity work.
I haven’t watched the spots, but it’s not about cold, I doubt i’ll get it.
I get naked as soon as I walk in the door but a beer commercial about it—-where I feed my fish first—-made me wince. Like she’s not whole enough to have a real pet, but also the casting of a bland Megan-type made it more lame. If it was Amy Schumer-type and she said just one funny line I might have respected this more. Yes, it’s different for the category but is it better? Which agency did this?.
I had pet fish and each one had a different personality. I think they picked a fish because a dog would’ve distracted from the quiet, relaxed tone. A dog FLIPS OUT when their owner gets home from work, all excited, waggy tail, loud and wanting to desperately take the dump they’ve been holding all day.
So fans or foes of the spot, not one person on this thread has said « what an interesting idea. ». Too bad, because as a strategic point of departure, there’s something there and it makes sense. Part of that is executional—in pursuit of « reality» ( whatever that is in a tv spot) there’s no dramatic tension; she doesn’t appear (or is wardrobed) in a way that reads « constricted » and there’s no real ahhhhh sense of relief either from either the actor or the product. But the bigger thing is that the spot ends on a see-say point and, I’m sorry, but having the word « bra » in a Coors ad isn’t enough of a surprise or a revealed human truth to make the spot memorable. Seem to recall an ad from Nike a few years back (was either from a Goodby or W+K female creative team) that got to both of those results with the remarkable headline « Do your breasts make you uncomfortable? ». Insight, truth, and, you bet, a little shock value to boot.
What’s interesting about this thread is that where there are spot fans and foes, nobody has said « what an interesting idea. ». Too bad, because as point of strategic departure, it ain’t bad. But that’s where it drops the ball. In part because the wardrobing and performance doesn’t leave you with any sense of dramatic tension or relief. But also because the payoff isn’t either insightful or surprising enough to make the thing memorable. I’m recalling a terrific ad in this general zone from Nike (via a great women’s team at Goodby or W+K). Headline was « Do your breasts make you uncomfortable » which nails insight, resonance, and, you bet, a little frisson of shock value, to get to the destination this one missed.
Sorry for the double post.
I love it. It’s fun cause it’s not your usual beer spots. I wish they had a stronger line at the end because it sounded a bit cheesy. Although I get that it gives them endless possibilities to be the “official beer of” unwinding moments. I also think the tag line “Made to Chill” could be enough.