For Coors Light, Patrick Mahomes Co-Stars With a Big Ol' Bear

The perks of NFL superstardom include making commercials with some dude in a bear costume? Sweet!

Kansas City Chiefs quarterback Patrick Mahomes stars in just such an ad for Coors Light.

But the league prohibits its players from directly promoting alcoholic beverages. So, naturally, this becomes a commercial for the “Coors Light Bear” instead of beer:

The “Coors Light Bear” is a fuzzy ursine golf-club cover retailing for $15. That merch drop follows last year’s Mahomes-powered promo for “The Coors Light” flashlight, another cheeky way to sidestep NFL rules—like a QB dancing in the pocket—and hype Rocky Mountain suds.

Maybe they can play off the Coors name next year and sell doors, floors or some such?

“Sometimes, the smallest sandboxes are the most fun to play in,” says Vanessa de Beaumont, associate creative director at agency Mischief @ No Fixed Address. “Instead of looking at the sponsorship restriction as an obstacle, we saw it as the answer. And had a lot of fun with it. Like, put-a-man-in-a-bear-suit-into-an-actual-sandbox fun with it.”

“Fortunately, Patrick thought the bear was great,” she adds. “He laughed the first time he came out.” (The future Hall of Famer was probably just relieved the bear wasn’t randy.)

As ad nerds know, Mischief likes to obey its animal instincts. Since 2023 began, the team’s scored with big scary bunnies for Tubi (winner of the Super Clio!), FanDuel’s existentially morose chickens, and fashionista foxes donning humans like coats for Eos.

CREDITS

AGENCY 
Mischief @ No Fixed Address
Co-Founder & CCO: Greg Hahn
Partner and Executive Creative Director: Bianca Guimaraes
Partner and Executive Creative Director: Kevin Mulroy
Associate Creative Director: João Viegas
Associate Creative Director: Vanessa de Beaumont
EVP Production: Will Dempster
Sr. Producer: Coleman Sweeney
Production Coordinator: George Preston
Partner and President: Kerry Mckibbin
Group Account Director: Alison Whisenant
Account Director: Sam Crawford
Account Executive: Amanda Chau
Partner and Head of Strategy: Jeff McCrory
Strategy Director: Jimmy George
Partner and Head of Development: Oliver McAteer

CLIENT
Coors Light
Chief Marketing Officer: Sofia Colucci 
VP Marketing, Coors, Global & North America: Marcelo Pascoa 
Director of Marketing: Katie Feldman
Marketing Manager: Lauren Schirripa
Public Relations & Marketing Manager: Amber Dutra 
Assistant Marketing Manager: Harriet Marshallsay

PR
ABMC
Senior Vice President: Brooke Scher Mogan
Account Director: Erika Berg Henty
Account Supervisor: Kristin Martinez
Account Executive: Whitney Woodard
Junior Account Executive: Julia Goldman 

PRODUCTION COMPANY
Strike Anywhere
Executive Producer: Victoria Guenier
Producer: Adam Lawson
Director: Pete Marquis
Director of Photography: Don Burgess
Production Design: Dan Laurine
1st AD: Michael Dix
Production Manager: Ashley krick
Make Up: Sarah Thompson Lift
Wardrobe: Suna Kwak

EDITORIAL & FINISHING & MIX
Good Behavior
Executive Producer: Adam Lawson
Editor: Dick Gordon
Assistant Editor: Mitch Herndon
Producer: Adam Lawson
VFX Artists: Ian Duncan, Zeke Faust
Colorist: Ara Thomassian
Sound Designer/Mixer: Jim Funicelli

MUSIC
APM