✓ Patrick Mahomes can't promote Coors Light...yet
✓ Coors Light devised a way to put an ad starring Mahomes in time capsule
✓ Coors Light is also selling a pixelated Redactrick Figurine for charity
Someday, football superstar Patrick Mahomes will officially promote Coors Light.
But due to contractual guidelines, he can’t appear in a commercial with Coors Light until, well, we don’t know. But probably not for a long time. Not that the two-time football MVP, who just won his third league championship in February, and Coors Light haven’t found ways to work together. Remember the Coors Light Bear or The Coors Light (flashlight)?
This time, they shot an actual commercial. The only catch? You can’t see it until the time is right.
"Everyone knows I’m a Coors Light guy and this summer we were cooking up something special,” says Mahomes. “Unfortunately, you’ll have to stay tuned until the day that we can finally share it with the world!”
To make sure no one sees the commercial until the proper time, Coors Light is burying it in a high-tech time capsule. You can even tune into youtube.com/coorslight on June 28 at 9 a.m. MT/11 a.m. ET to watch as the time capsule is buried at the Coors Brewery in Golden, Colo. The moment Mahomes can promote the brand, an alert will go out to Coors Light officials, who can then dig it up.
While you can’t see the commercial, you can watch Mahomes getting ready to shoot it before the on-set producer shuts it down.
Coors Light is commemorating the commercial by selling a special limited-edition "Redactrick Figurine", a pixelated figurine redacted to obscure its identity. The brand will begin selling 450 of them for $75 each, starting today at 12 p.m. ET at shop.coorslight.com. Proceeds go to Mahomes’ charity, 15 and the Mahomies Foundation.
Coors Light and Mahomes have already had a busy year together, as they have created some very popular “dad bod” t-shirts, which are still available for purchase while supplies last.
"Not only is Patrick a huge fan of Coors Light, he's also an incredible partner who always goes the extra mile to show love for his favorite beer,” says Marcelo Pascoa, vice president of marketing for the Coors Light. “We've done some pretty unconventional things in the past with him. But filming a commercial and sealing it in a time capsule for years to come might be the weirdest thing we've collaborated on so far."