All Aboard the Coors Super Bowl Express | Adweek All Aboard the Coors Super Bowl Express | Adweek
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All Aboard the Coors Super Bowl Express

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CHICAGO Molson Coors takes the Coors Light Silver Bullet train through 40 years of Super Bowl history in its latest television spot from Interpublic Group' s Foote Cone & Belding here.

The spot, which begins airing this weekend during the Fox broadcast of the Tampa Bay Buccaneers vs. the New England Patriots, opens with the Silver Bullet train delivering cold Coors Light to a hot and thirsty crowd. As the train travels through time, creative shows how fans, the National Football League and cans of Coors Light change from one era to the next.

Along the way are nuggets like Kansas City Chiefs coach Hank Stram and Green Bay Packers coach Vince Lombardi shaking hands before the kickoff of Super Bowl I; Joe Namath guaranteeing a Jets win in Super Bowl III; and a montage of dominant Super Bowl teams from the 1970s, '80s and '90s.

Molson Coors, the official beer sponsor of the NFL, will run the spot through the playoffs. Anheuser-Busch is the exclusive national beer advertiser for Super Bowl XL, thanks to multi-year agreements with the major TV networks. ABC will broadcast the game.

Spending was not disclosed. Molson Coors spent nearly $60 million on advertising for the six months between August 2004 and January 2005, according to Nielsen Monitor-Plus.