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Coors Light Puts Sloths in the Big Game

Slow but steady, via Mischief

You want sloths? You’ve got sloths! Thanks, Coors Light.

The venerable brand’s Super Bowl extravaganza features the creatures in an effort to capture the mournful malaise—the dreaded, soul-sapping ennui!—fans face on the Monday following the Big Game.

Here’s an extended cut:

“The day after the Big Game, it’s easy to feel like a sloth—they perfectly capture that ‘Case of the Mondays’ feeling,” says brand VP of marketing. “For weeks, we’ve been bringing this idea of ‘Case of the Mondays’ to life everywhere. Our ad is the culmination of all that hard work in an unexpected way.”

Mischief @ No Fixed Address helped develop the campaign. The hot shop’s famously big on oddball animal themes, with creepy koalas, big ol’ bears, existential chickens and freaky foxes playing into initiatives for various clients. Heck, the agency’s bizarre Tubi bunnies won the Super Clio in 2023 as the game’s top commercial.

“Most brands focus on a big expensive commercial loaded with celebrity cameos for the Super Bowl. Having an unexpected celeb in a spot now feels like the most expected thing you can do,” Mischief ECD and partner Kevin Mulroy tells Muse. “So we wanted to tackle this like we do any project: with an idea-centric approach, built to generate buzz before, during and after the game. By the time the actual spot runs, Coors Light will have been in trade and consumer headlines for nearly a month straight.”

To make the sloths especially memorable, the team paid extra attention to every detail, “from the way their smiles curve, to the sleepy eyes,” added Coors Light VP of marketing Marcelo Pascoa. “And the small details—like the fact that the sloths move slowly while the rest of the world around them moves at an everyday pace—were key.”

“One of my favorites is in the ‘slow speed chase’—while the sloths are ‘running’ slowly, the money flying around them is flying fast. That’s the magic of this ad.”

MJZ’s Matthijs van Heijningen directed.

(Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.)

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