The three 30-second executions show the advantages - and disadvantages - of a beer that makes it easier for drinkers to consume more over a longer period. The antics of the characters also imply that the beer is no sober option, while continuing to stress the product's US heritage with American symbols.
Each ad starts with the same sequence. A loud party is interrupted by the sound of an alarm clock at 8.32am. Three men in fancy dress then dash out of the door and set off in a desperate attempt to get to work on time.
The three ads follow the separate journeys of each one - and the remnants of fancy dress that eventually give them away.
A character dressed as Marilyn Monroe is given away at a meeting by his lipstick. A lawyer dressed as Mr Spock makes it to court but is betrayed by his eyebrows, while remnants of a beard are the downfall of Abraham Lincoln.
Each ad closes with the tagline: "Coors Light. 4.5 per cent. It won't fill you up.
The 4.5 per cent was added to the brand name ahead of the beer's test launch in Scotland and Ireland to avoid implications that the brand was a low-alcohol product. Such a perception had already affected brands such as Bud Light and Miller Light in the UK.
Banks Hoggins launched Coors Light across the two test markets in 1999.
The new campaign will run across the same regions but will roll out across the rest of Britain if a UK launch is green-lighted.
The ads were written and art directed by Matt Lee and Brian Riley. Media planning and buying is by BJK&E.
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