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6 February 2020

Peak performance.

by Andrew MacGregor


Coors Light: “Fresh Climb” - 60s

Front crawl meets frostbite in this impressively crafted outing for Coors Light, which draws a line under the Jean-Claude Van Damme era and takes swimming to hitherto unexplored heights. After all, snow angels impress no-one these days.

Set in the brand’s version of the Rocky Mountains, the ad pits a swimmer against deep snow, gaping chasms, and unyielding terrain. What follows is a beguiling spin on man versus nature, as the remarkably insulated man aims for the peak.

Knowingly blending elite level strokes with a nod to Love Island’s infamous ‘salmon dive’, director Sam Pilling ensures the swimmer’s technique is a sight to behold. As for the soundtrack, a collaboration between rappers FooR, Majestic and Dread MC keeps things brash and Millenial-focused.

If the brand cannot draw light beer drinkers away from craftier options, however, at least the ad gives the 2022 Winter Olympics committee something to think about.


Creative Agency: Havas London Ⓟ Ⓦ
Creative Director: Rob Potts
Creative: Daniel Bolton
Business Team: Scott Needham
Head of TV: Patrick Cahill
Agency Producer: Kiri Hammond
Film Production: Pulse Films Ⓟ Ⓦ
Director: Sam Pilling Ⓟ Ⓦ
Producer: Chris Harrison
1st AD: Julian Richards
Cinematographer: Ben Fordesman
Stunt Supervisor: Tadej Solar
Art Department: Andy Kelly
Editor: Ellie Johnson ♀ Ⓟ Ⓦ @ tenthree Ⓟ Ⓦ
VFX: Ben Turner @ The Mill Ⓟ Ⓦ
Colourist: Thomas Mangham @ The Mill Ⓟ Ⓦ
Sound Designer: Anthony Moore @ Factory Ⓟ Ⓦ
Actor: Matthew Ovens (Swimmer)
Music: Fresh - FooR x Majestic x Dread MC

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