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