Arnold Gets ‘Real’ in First Coors Commercial

BOSTON A TV spot called “Ditch ‘Em,” the first Coors Brewing work from Havas’ Arnold, will break on Tuesday’s Late Night With Conan O’Brien.

The 30-second ad promotes the Coors Original brand and shows a bunch of guys at a hopping club during a performance by real rock band The Mooney Suzuki. One of the guys is a terrible dancer; the others, amused by his antics, raise their Coors bottles in salute. “Real Rocky Mountain beer” is the tagline.

Boston’s Arnold and Interpublic Group’s Deutsch were added to Coors’ roster in September following a review. IPG’s Foote, Cone & Belding, Chicago, is the client’s primary agency. Coors spends about $200 million annually on ads, per CMR, mostly on the Coors Light brand.

Arnold chief creative officer Ron Lawner and group creative director Jay Williams oversaw development of the effort, working with copywriter Bob Fitzgerald and art director Margaret McGovern.

A second Arnold ad for Coors shows guys humorously trying to pick up women; it will likely air later this month.