72andSunny's first work for Coors Light urges, 'Climb On'

Ad tells men -- and women -- to celebrate their personal mountains

In an attempt to speak to both male and female beer drinkers, Coors Light is launching a new campaign that encourages people to "Climb On." The first work for the brand from 72andSunny keeps the snowy white mountain imagery the brand is known for but broadens the perspective not only to include women, something the brand hasn’t done before, but also to provide a metaphorical view of its Rocky Mountains to ask the question, "What would we be without our mountains?" Here, mountains are the daily challenges we face and make us unique. The boxing match, the yoga pose, the bull ride, the hike: the things that push us to our limits. And, of course, the spot concludes with the reward, "The World’s Most Refreshing Beer."