Coors is using the science of ‘Targeted Dream Incubation’ to make viewers dream an advertisement for the beer, with DDB Sydney and DDB Chicago joining forces to bring the idea to life.
During the Big Game, commercial breaks are notoriously swamped with beer ads.
A certain, other beer brand, Budweiser (which is sitting out of this year’s Super Bowl), seemingly controls the ad space—so much so that Coors is legally locked out from playing on TV screens nationwide during the Big Game.
As such, Coors Light and Coors Seltzer have announced the first Big Game commercial you can only see the night before game day in your dreams.
In a collaborative effort between DDB Sydney and DDB Chicago, Coors recruited the help of Dr Deirdre Barrett, a leading psychologist, author and expert on dreams, to create a film with specific audio and visual stimuli to induce a dream that will make viewers dream of Coors Light.
Using Targeted Dream Incubation—the science of guiding dreams—Coors will shape and compel your subconscious using a stimulus film, and an eight-hour soundscape throughout the night, to trigger you to dream the Coors Big Game ad.
“I’ve studied dreams and methods to influence them throughout my career, but working with the artists of the Coors Dream Project was a novel opportunity to craft audio and visual stimuli that viewers could use to trigger specific dream content,” Dr Barrett said in a statement.
“We saw the results come to life in the Dream Lab trial run when participants reported similar dream experiences including refreshing streams, mountains, waterfalls and even Coors itself.”
Molson Coors vice president of marketing Marcelo Pascoa added: “Targeted Dream Incubation is a never-before-seen form of advertising.
“Typically for big sports events, we see ads featuring over-the-top car chases, pyrotechnics, dramatic scenery and storylines, but with the Coors Big Game Dream, the dreamer is in the driver’s seat to create a chill, relaxing ad inspired by our visual and audio stimuli.”
Additional behind-the-scenes videos explain targeted dream incubation, follow the visual artists who worked with Dr Barrett to identify the visual and audio stimuli, and show real people who have experienced the dream after watching the videos.
Starting today, dreamers can watch a behind the scenes of the Big Game Dream on CoorsBigGameDream.com.
The full length eight-hour stimulus soundscape and film will drop on 3 February for refreshing dreams before Big Game Sunday.
The Coors Big Game Dream will be supported throughout retail and across digital channels, including YouTube, Facebook, and Instagram, along with a promoted trend and live event on Twitter.
Credits for the campaign are as follows:
Client: Molson Coors Beverage Company
Brands: Coors Light + Coors Seltzer
Molson Coors Beverage Company
Chief marketing officer: Michelle St. Jacques
VP of marketing, Coors Family of Brands: Marcelo Pascoa
Director of marketing, Coors Light: Chris Steele
Director of marketing, Coors Seltzer: Elizabeth Hitch
Senior marketing manager, Coors Light: Liz Cramton
Associate marketing manager, Coors Light: Mary Beugelsdijk
Brand public relations manager: Rachel Dickens
Senior media manager: Kelly Ellefson
Associate media manager: Stephanie Feran
Senior manager, marketing insights: Matt Slater
Chief creative officer, global: Ari Weiss
Chief creative officer, North America: Britt Nolan
Chief creative officer, Australia: Ben Welsh
Executive creative director: Colin Selikow
Creative director: Brian Culp
Creative director: Katie Bero
Creative director: Ruth Bellotti
Associate creative director: Dan LaVigne
Senior art director: Elaine Li
Senior copywriter: Jared Wicker
Senior art director: Shelby Bass
Senior copywriter: Nick Garfield
Design lead: Dru Jennett
Chief production officer: Diane Jackson
Executive producer: Will St. Clair
Executive art producer: Suzanne Koller
Senior producer: Annie Larimer
Senior producer: Chris Shen
Production manager: Jillian English
Talent manager: Chris Quinn
Music director: Alec Stern
VP, strategy director: Matt Babazadeh
Digital director: Mike Norgard
Digital strategist: Marianna Eboli
SVP, group account director: Kiska Howell
Account director: Jonathan King
Account director: Katelyn Ledford
Account supervisor: Colette Charak
Director of project management: Jen Polan
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