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.
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