COORS LIGHT + CHANNEL 4

DIRECTOR - SAMI ABUSAMRA

THE CAMPAIGN

So basically Coors Light did a comedy rap battle campaign. There was a whole bunch of commercials and idents, which is normal for a campaign. But the super special thing was their plan to take over every advert break around a single TV show during which viewers would vote for their favourite comedy rapper via social channels (which yes, is a first for Channel 4). The winner was then announced in the final ad break of the program.

Get it? Got it? Good.

LAUNCH FILM

The campaign kicked off with this 60 second TV Commercial on Channel 4. The launch film announced Coors Light’s comedy rap competition, dubbed ‘The Coldest Of All Time’, and also revealed the comedians who were vying for the title, TASH DEMETRIOU, LONDON HUGHES and DOC BROWN.

SOCIAL MEDIA LAUNCH CONTENT

3x COMMERCIALS

TASH, LONDON and DOC battled rapped the heck out of each other. Which basically means they crafted deft rhymes that were as mean about their opponent as the various legal restrictions and broadcasting guidelines allowed. Fun! Each rap battle was delivered as a stand alone TV Commercial. Conveniently, those three commercials are below.

LONDON vs DOC

TASH vs LONDON

LONDON vs TASH

COMEDY ON 4 IDENTS

Alongside the launch film and the battle raps we also had to deliver, like, 22 idents to sit around Comedy content on Channel 4. The next clip is a short selection of them for your delectation.

LIVE NIGHT: AD BREAK TAKEOVER

In July 2019 Coors Light took over the ads around a whole episode of Gogglebox on Channel 4. The first ad break featured the Launch Film at the top of this page, the second ran with a two minute compilation of all the battle raps in it (below) and the third ad break led with the winner announcement.

LIVE NIGHT - WINNER ANNOUNCEMENT

Tash won with zero rapping. Well done Tash.

TASH WINS - SOCIAL MEDIA REACTIONS

But wait, there’s more! We even delivered some social clips that went out online after the result was announced. See them there.

CREDITS

Producer - AMY THORNTON

Production Company - THE OUTFIT

Creative Agency - THE OUTFIT

Creative Director - GEMMA CRAWLEY

Senior Creative - MAGGIE KELLY

Creative - ADAM KAMMIN

Writer - NICO TATAROWICZ

Director of Photography - MARCUS AUTELLI

B Camera operator - CHIRIS STEVENS

Editor - CHRISTOPHER COUPLAND

Grade, Mix and Online - UNIT POST

THE FIRST BIT

Before we could do any of the comedians’ stuff above we had to find a way of setting up the whole campaign visually and tonally and in a way that could be written, produced and delivered inside three weeks to the satisfaction of the brand, the broadcaster and all the ace peeps in their various legal teams. Which is precisely as fun as it sounds. The clip below is a selection of what we managed to do.