DDB Sydney, Chicago Make Super Bowl Debut With Ad You’ll Dream About

DDB Sydney, Chicago Make Super Bowl Debut With Ad You’ll Dream About
B&T Magazine
Edited by B&T Magazine



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

DDB

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




Please login with linkedin to comment

Big Game DDB Chicago DDB Sydney super bowl

Latest News

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]