Coors Light Ad Embraces ‘Sucky Times’ With Actor Paul Giamatti

, Coors Light Ad Embraces ‘Sucky Times’ With Actor Paul Giamatti

(Courtesy Molson Coors )

With the beer biz in the toilet right now thanks to the coronavirus, Molson Coors is embracing the situation in a new video spot with a voiceover by Billions star Paul Giamatti.

Here’s’ the deal…

Molson Coors, home to the bestselling Coors Light, has produced a new ad voiced by actor Paul Giamatti that calls on us to embrace the “suckiness” of this tumultuous time by offering free beer to thousands.

Designed by DDB Chicago for both TV and social media platforms, the new #CouldUseABeer campaign offers to cover the cost of a six-pack for someone you recommend.

The new ad was inspired by 93-year old Olive Veronesi, who drew national headlines in March after a photo of her in the window of her a Pittsburgh-area home with a sign reading “I Need More Beer” went viral.

And Molson Coors responded by sending the Pennsylvania grandmother 150 cans of Coors Light and a promise to replenish her stash once that’s gone.

“We saw that there was a genuine opportunity for us to do something authentic to the role that beer is playing in people’s lives right now—in a way that would hopefully make people smile,” Molson Coors Chief Marketing Officer Michelle St. Jacques said in a statement about the new ad.

“The reality is the campaign has never been more relevant than it is right now. People need a moment now more than ever,” St. Jacques said in the statement.

“It’s really hard to articulate how people are feeling right now. It just sucks. And it sucks differently for everybody,” Britt Nolan, North America CCO, DDB told Adweek. “But I think the thing you can’t forget is that brands can be a social levity for people, especially beer. Beer should lighten the mood.”

The #CouldUseaBeer promotion (which will max out once 500,000 beers have been given away) encourages fans to nominate someone who deserves a free 6-pack, and a unique code will be provided for the participant to give as a gift to that friend.

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