Distributors Get a Look at New Coors Spots

CHICAGO Coors Brewing showed 20-30 new spots at its annual distributors meeting this week, mostly from Foote, Cone & Belding, and two each from roster newcomers Deutsch and Arnold, a brewery representative said.

Spots for Coors Light continued the “Rock On” theme, with music-driven work from Interpublic Group’s FCB, including “Here’s to Women,” backed by Tom Jones singing “She’s a Lady.” FCB, Chicago, also did four 15-second “equity spots” for Coors Light that include scenes of the Rockies and headlines like, “From the world’s largest cooler.”

The two spots from IPG’s Deutsch LA, Marina del Rey, Calif., for Coors Light are humorous and employ considerable dialogue. One includes a litany of reeling off accomplishments like making a meal of condiments and calling “shotgun” 11 hours before a road trip. Another, called “Wingman,” shows the heroic efforts of a guy helping his buddy woo a woman.

Havas’ Arnold, Boston, did two spots for Coors Original. One has friends admonishing a guy who’s trying to pick up a woman but can’t keep his eyes above her neckline. The second has a guy awkwardly dancing.

The Integer Group, Denver, also did one spot for Coors Light starring Jamie Kennedy in character for his upcoming movie, Malibu’s Most Wanted, the representative said.

FCB’s two new spots for Coors Light break during Wednesday’s telecast of Survivor on CBS.

Sources in attendance at the meeting in San Diego said reaction to the commercials from distributors was generally good, but there appeared to be no real home runs in the new batch.

Deutsch and Arnold were added to the Golden, Colo., brewery’s roster last September following a review.

Coors spends about $200 million a year on advertising, according to CMR, the bulk of that on Coors Light.