The Christmas Spirit Is More Than a Feeling in Coors Light’s Ad About a Rocking Snowman

The Christmas Spirit Is More Than a Feeling in Coors Light’s Ad About a Rocking Snowman

By  |  December 10, 2020  |  Uncategorized  |  No Comments

Given that Coors Light has been embracing the tagline “Made to Chill,” it only makes sense the beer brand would embrace the snowy days of Christmastime.

In its holiday ad from DDB Chicago, Coors Light introduces us to The Beerman, a snowman who’s ready to rock your world by playing the soul-lifting power chords of Boston.

Created by Legacy Effects, the team that made The Mandalorian’s Baby Yoda (yeah, yeah we know his name is Grogu) and Guardians of the Galaxy’s Groot, Beerman is joined by a guitar-wielding yeti for a cover of “More Than a Feeling.”

Sure, it might not be as high-concept as a lot of holiday ads, but the ad’s creators chose instead to go for a simple premise that was big on happiness. And yes, he’s supposed to look a bit rough around the edges, because aren’t we all these days?

“This year we need some pure holiday joy more than ever. What could be more joyful than a snowman finding his groove with the help of ’80s rock icons Boston?” said DDB Chicago executive creative director Colin Selikow. “In some ways, The Beerman represents us all. A little shabby from a hard year, and just wants to let loose this holiday season.”

Marcelo Pascoa, vp of marketing for Coors brands, said the character “brings levity to this time of year, as he exists simply to keep your Coors Light perfectly cold and bring a smile to your face.”

Coors Light is also creating Beerman ornaments, a Snapchat filter and build-your-own-Beerman kits to expand on the spot.


Molson Coors – Coors Light

Chief Marketing Officer: Michelle St. Jacques

VP, Marketing, Coors Family of Brands: Marcelo Pascoa

Marketing Director, Coors Light: Chris Steele

Sr. Marketing Manager, Coors Light: Liz Cramton

Associate Marketing Manager, Coors Light: Stephanie Donelson

Agency: DDB Chicago

Chief Creative Officer, DDB Worldwide: Ari Weiss

Chief Creative Officer, North America: Britt Nolan

Executive Creative Director: Colin Selikow

Creative Director: Alan Shen

Creative Director: Chris Walker

Associate Creative Director: Sandra Jurado

Director of Music: Alec Stern

Sr. Copywriter: Amy Finn-Welch

Chief Production Officer: Diane Jackson

Svp, Executive Producer: Matt Blitz

Sr. Producer: Adam Battista

Svp, Group Account Director: Kiska Howell

Account Supervisor: Kyle Piazza

Account Manager: Raneen Onallah

Production Business Manager: Jillian English

Production: Arts & Sciences

Director: Mike Warzin

Executive Producer: Mal Ward

Producer: Kristin Porter

DP: Sean Porter


Editor: Neil Smith

Executive Producer: Marlo Baird

Assistant Editor: Josh Sasson

Producer: Brian Scharwath

VFX House: Parliament

Character Development: Legacy Effects

Color: Studio A52 Color

Colorist: Daniel De Vue

Color Assist: Corey Martinez, Dylan Bursick

Producer: Jenny Peterson

Executive Producer: Thatcher Peterson

Licensed/Composed Music: Walker

Executive Producer: Sara Matarazzo

Executive Producer: Stephanie Pigott

Producer: Danielle Soury

PR Agency: ICF Next

Media Agency: Connect

About the Author: David Griner

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