Big Game Dream
Award: Shortlist
Shortlist / Entertainment / Experiential / 2021
Coors couldn’t advertise during the Super Bowl due to the NFL’s exclusive contract with a competitor. So it ran a commercial in the one place there are no rules – people’s dreams. Partnering with a Harvard psychologist, DDB Chicago developed video stimulus scientifically designed to implant a Coors ad into people’s subconscious. Next, Coors ran a sleep study to make sure it worked, then released a documentary on social inviting anyone to dream the Super Bowl ad via an immersive, mobile-first web experience. Coors even got superstar Zayn Malik to try it, and let people watch him sleep live on Instagram for the whole night.