Chiefs QB Patick Mahomes' new commercial with Coors Light undertakes a “high-stakes mission riding on top of the brand’s Chill Train” -- but will be “buried in a time capsule” at the Coors Brewery in Golden, Colo., according to Samantha Nelson of ADWEEK. Due to NFL regulations that prohibit players from endorsing alcoholic beverages, no one will be able to see the commercial until Mahomes retires. Until then, the work by agency Mischief @ No Fixed Address will allow fans to “watch the capsule being buried on a YouTube livestream” at 9am MT tomorrow (ADWEEK, 6/26). In the spot, Mahomes is shown “riding atop the speeding Coors Light Chill Train in an action movie inspired scene” when an on-set producer “suddenly halts the shoot and reads Mahomes farcical contract language prohibiting the endorsement.” The abrupt ad cancellation “spells doom for the director, as well as a bobblehead merchandise tie-in,” before a man on set “suggests completing the commercial and then burying it in a time capsule until Mahomes retires.” Mischief had previously developed other near-ads for Mahomes and Coors Light, including the Coors Light flashlight ad in 2022 and the Coors Light bear last year (AD AGE, 6/26).
