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
Indie creative, media and PR agency, Thinkerbell, has capped off a stellar 12 months, moving its Sydney office into swanky new digs in Redfern in the city’s inner west. Following a flurry of new business wins and hires, the 40-strong Sydney team shifted out of its old offices in Surry Hills to the new premises […]
BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]
News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]
oOh!media continues to expand its large format digital network in Western Australia, launching a full-motion dynamic broadcast screen at Claremont Quarter, a premium retail and lifestyle destination in one of Perth’s most exclusive suburbs. Located to the west of Perth’s CBD, Claremont Quarter is a prestigious luxury-focussed shopping environment comprising more than 120 high-end retailers […]
T Australia: The New York Times Style Magazine’s inaugural Culture issue released today, featuring a cover depicting Australian dancer and model Rhys Kosakowski in fashionable motion and Australian artist Harold David creating “Thigh High and Safety Net” in the background. The abstract expressionist artwork was painted live as photographer Levon Baird shot the cover, and was […]
Multicultural communications agency Ethnolink has developed a culturally and linguistically diverse (CALD) campaign for NSW State Emergency Service (SES) that delivers flood warning and safety messages for multicultural communities in Sydney’s north-west. The campaign, which will run across a range of channels, has been launched on the back of news that three people in NSW […]
Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]
To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]