Coors Light Campaign - All Fizz, No Body

I watch at least one NFL game each Sunday. And in doing so, I get exposed to the Coors Light beer campaign.

What a lazy, uninspired lacking-strategy campaign.

It's all fizz and flight. Nothing to say or differentiate? So create nothing out of nothing.

The campaign I'm talking about is the dismal "coaches campaign" using old footage of failed coaches on the sidelines and in press conferences interspersed with three or four knuckleheads who consider themselves the luckiest guys in the world because they get to drink Coors Light and hang around coaches who are no longer good enough to have a job.

The definition of a brand is a claim of distinction, supported by the evidence of performance.

What's the brand promise here?

Drink a beer that losers drink? Drink a beer that gets you into luxury suites or press conferences to hang around with losers?

It's all execution, all sizzle, no meat, no substance. Lazy advertising. Much like almost everything that's broadcast today, now that I think about it.

No wonder so many people want to work in this business. Seems you don't have to work too hard.