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Coors Light celebrates freshness with a Rocky Mountain adventure in its first brand campaign in six years.

Havas London’s debut work for the Molson Coors brand, after winning the business in 2018, takes place in the Rockies in Colorado, where the brewery’s founder Adolph Coors made his first beer in 1873. Against the snow-covered backdrop of the mythical "Coors Mountain", a man ascends without gloves, snowshoes or even a coat. Instead, he wears a swimming cap, goggles and trunks, as if he is about to go for a swim, and dives into the icy snow. Set to garage track Fresh by FooR, Majestic and Dread MC, the spot sees the adventurer pass hikers and skiers, leaping like a salmon and reaching a vista bar at the mountain’s peak, where he enjoys a fresh Coors Light. It ends with the tagline: "Whatever you do, keep it fresh." It was created by Dan Bolton and directed by Sam Pilling through Pulse Films.