It all started Monday, January 13, when Coors Light misspelled “refreshment” on ads in high-profile places across North America. The brand quickly apologized, blaming a “Case of the Mondays” for the error.
Since then, Coors Light has embraced the mishap, finding ways to bring a “Case of the Mondays” to life. The brand first turned it into a literal case of beer with limited-time packaging called “Mondays Light.” It also unveiled a Chill Face Roller that requires the use of a can of mountain cold Coors Light and released an ad where actor Timothy Simons can’t help but flub his lines, before getting his own case of “Mondays Light”.
But for the Big Game, Coors Light needed a way to properly express just how sluggish and uninspiring a Monday can be, especially the one that marks the start of months without football. So, the brand took inspiration from one of the slowest animals around – sloths.
Yes, sloths.
“The day after the Big Game, it’s easy to feel like a sloth—they perfectly capture that ‘Case of the Mondays’ feeling,” says Vice President of Marketing Marcelo Pascoa. “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.”
In the ad, the sloths go through a normal human day, lethargically completing office work and shopping at the grocery store. One even gets involved in a creepingly slow speed chase. Eventually, one gets their claws on a case of Mondays Light, which breaks the sloth out of the boring, humdrum day.
Watch the full-length video here:
A 30-second version of the ad airs during the first half of the Big Game on Sunday, February 9.
It was developed by Mischief @No Fixed Address, an agency that has worked with the brand on a series of other projects including Coors Light Bear and the Coors Light Time Capsule Commercial.
After the ad airs, legal drinking-age consumers can also enter for a chance to win a “Case of the Mondays.”* To enter, 21-years-and-older consumers start by following Coors Light on Instagram. Then they need to post an image of themselves enjoying Coors Light, tag @coorslight and include two hashtags, #caseofthemondays and #coorslightcontent.
The brand is also offering exclusive “Case of the Mondays” merch, including sweats, hats, t-shirts and a few sloth-themed items that are available at its online store.
Chief Marketing Officer Sofia Colucci says she’s thrilled with how the campaign has been going and can’t wait for it to air.
“The Big Game isn’t a day, it’s a season,” she says. “So, we approach every decision to be as creatively effective as possible, whether that’s at retail, on social or any other place Coors Light shows up. We love ‘Case of the Mondays’ so much – it’s a universal truth that has built momentum for Coors Light and an unexpected creative territory that made an unforgettable campaign.”
* NO PURCHASE NECESSARY. Promotion starts on 2/9/25 after Coors Light ad airs on/about 7:30 PM ET and ends on 2/10/25 at 2:59 AM ET. Open only to legal residents of 50 U.S. (D.C.) who are 21 years or older. Click Here for Official Rules, including how to enter, free method of entry, odds, prize details, and restrictions. Void where prohibited. Case of the Mondays awarded as a $14 payment.