Coors Light Clone Machine Might Be the Remedy for Overcoming Videoconferencing Fatigue

Project from Leo Burnett creates 30-second looping videos to sneak out of meeting calls

people talking on zoom
The beer brand encourages fans to use video "clones" when they need a break from video meetings. Coors Light
Headshot of Ian Zelaya

People who work from home these days might be experiencing a bit of videoconferencing fatigue. Coors Light is offering a solution for folks who need a break from meeting calls and virtual town halls but don’t want their team to know they ditched.

The beer brand teamed with agency Leo Burnett to launch the Coors Light Clone Machine. The project, available on a custom microsite, invites people to record 30-second looping videos of themselves acting engaged in a conversation.

The recording coaches users on how to look attentive with tips for nodding, acting like you’re taking notes and making “good point” gestures. Coors Light encourages people to download their recordings and upload them as videoconferencing backgrounds in place of themselves, encouraging them to enjoy a beer instead. Fans can also share the looping videos on social media.

Liz Taylor, global CCO at Leo Burnett, said the idea was sparked by a cultural insight that workers are suffering from Zoom fatigue after two months of working from home during the pandemic.

“Coors Light is all about bringing moments of reprieve and chill,” Taylor said. “This seemed like the perfect moment for the brand to help people dealing with Zoom overload and offer some levity.”

Leo Burnett worked with marketing and tech agency Digitas to create the recording feature on the site, which will be available indefinitely.

For those nervous about whether or not you can trick your coworkers, it really depends on how convincing you make your digital clone. Adriano Matos, evp and ecd of Leo Burnett, said his background managed to go unnoticed for about 10 minutes in a production meeting this week.

In addition to the humorous project, Coors Light also launched its frank “#CouldUseABeer” campaign in April, which acknowledges the time we’re living in simply sucks. The promotion encourages fans to nominate friends or family to receive a free six-pack. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.