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Coors' Distributors See Bromley's Spots

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DALLAS Coors Brewing showed Bromley Communications' first television spots for Coors Light at its annual distributors meeting this week, a brewery representative said.

The San Antonio shop has created four Hispanic commercials for the client, which it picked up in July when it bested crosstown rival Cartel Creativo and Publicis Sanchez & Levitan of Dallas in the finals of a review.

With "Here's to the big celebration" as its theme and backed by Mexican music, "Manana" shows Mexicans always live the moment to its fullest potential, according to Coors. In the second spot, "Chilaquiles," friends call and text message one another to get together for chilaquiles, a popular after-party dish. Lines like "Down easy" and "Keep the enjoyment going" flash across the screen.

"Vaqueras" pays homage to Mexican cowgirls using the traditional "Corrido" storytelling method. With its "Here's to cowgirls" line, the spot shows how cowboys always have fun in the company of cowgirls. The final spot, "Uniforme," is based on the premise that cowboys truly live for their hat, belt, buckle and boots, the uniform they need to celebrate, the representative said.

The Golden, Colo.-based brewer also said it is using the Puerto Rico office of its Chicago-based general-market agency, Foote, Cone & Belding, for additional Hispanic advertising, particularly to reach consumers with a "Caribbean heritage" living on the East Coast.

Media buying and planning for the Coors Light Hispanic business is handled by Omnicom's Spot Plus of Dallas. The media mix for Bromley's new spots has not yet been determined.

Coors spends about $200 million a year on advertising, according to CMR, the bulk of that on Coors Light. Hispanic Business magazine lists Latino advertising for Coors at $13 million.

Handling general-market work for Coors Light are Omnicom's Integer Group, Denver, and Interpublic Group's FCB and Deutsch/LA, Marina del Rey, Calif.