Commonground/MGS Enlists Variety of Tastemakers to ‘reFRESH’ Coors Light

By Kiran Aditham 

Chicago-based multicultural agency Commonground/MGS, which opened up shop in NYC at the end of 2013, is back with a new spot for Coors Light that aims to recharge the beer brand and is, hence, aptly dubbed “reFRESH.” The black & white :30 ad, buoyed by a bouncy EDM-tinged thump, manages to squeeze in a host of influencers from hip-hop and street art circles who seem to be having much more fun than we are at the moment.

The likes of global graffiti maestro Bik-Ismo, former Kanye West manager/DJ Don C and Big Sean/Drake producer DJ Dahi grace the screen in a spot that marks a distinct change of pace for a brand that’s normally relied on mountains, streams and a folksy VO to sell its wares. Here’s hoping for more MillerCoors refreshment from Commonground MGS, which also works with the likes of Verizon and Coca-Cola.

Agency: Commonground/MGS

Client: MillerCoors – Coors Light

EVP, Director of Influence & Content: Robert Clifton Jr.

CD: Mark Graham

CD: Juan Santiago

ACD: Lauren Ingram

Sr. Copywriter: Nate DeLeon

Assoc. Copywriter: Shawn Gadley

 

VP, Director of Integrated Production: Yung Savolainen

Sr. Producer: Jennifer Bluford

Producer: Antonio Burnett

Production Company: Chromista

Director: Daniel Portrait

Exec Producer: Ted Robbins, Sandy Haddad

Director of Photography: Adam Newport-Berra

 

Editorial: Whitehouse Post

Editor: Paul Calandra

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