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Coors Light Unveils Slothful 'Case Of The Mondays' Super Bowl Ad

 

As the days tick by leading up to advertising’s Oscars, aka the Super Bowl, early beer brand teasers have given way to the slow (and some really slow) launch of a handful ads pre-game.

Coors Light has been teasing its Super Bowl effort for the last couple months, introducing consumers to its “Case of the Mondays,” seemingly inspired by its explanation for a  typo (“Mountain Cold Refershment”) in a Coors Light outdoor billboard.

This week the brand followed up with the full spot, aptly titled “Case of the Mondays” and featuring some super slow moving football fans attempting (and failing) to engage in daily activities post-game.

Except these fans aren’t exactly your typical football fanatics; they are sloths. Yes, in the spot humans have been replaced with more-than-slightly-creepy life-size sloths, all experiencing a "Case of the Mondays."

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In the :30 Super Bowl ad created by Mischief, of which the extended version can be seen here, these “fans” experience the worst Monday ever as a cover of the Mama and Papa’s hit single “Monday, Monday” serves as the soundtrack. The sloths attempt to work in an office (but are only able to slowly type one letter) check out groceries (while most slide off the conveyor belt due the delayed speed of the sloth checker), and a yawning sloth teaches a spin class. There is even a “slow speed” police chase, reaching two miles per hour. “Tomorrow, we’ll all have a case of the Mondays… so Coors Light made a better case to help you chill,” says a voiceover.

"The day after the Big Game, it's easy to feel like a sloth—they perfectly capture that 'Case of the Mondays' feeling," says Marcelo Pascoa, vice president of marketing at Coors Light in the announcement. "For weeks, we've been bringing this idea of 'Case of the Mondays' to life everywhere. Our ad is the culmination of all that hard work in an unexpected way."

There is also a Case of Mondays merch collection, available here, which now also includes several sloth-themed items such as a bucket hat, blanket, beverage wrap, neck pillow and T-shirts.

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