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


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.

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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

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