Havas London has created ‘Keep It Fresh’ – a new UK advertising campaign for American beer Coors Light.

Launching tomorrow, viewers will return to the semi-mythical Coors Mountain to witness a semi-naked man donning swimwear, embracing the cold, for a 60 TV second spot.

The ad, directed by Sam Pilling through Pulse Films, is backed by a substantial media spend and will run on UK TV stations and video on demand platforms throughout the year, including 30”, 20” and 10” cutdowns.

The campaign marks Havas London’s first work for Coors Light since winning the account in 2018.

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Rob Potts, Creative Partner at Havas London, said: “Welcome to Coors Mountain. Where fresh isn’t just a temperature…it’s a way of life.

And it doesn’t get much fresher than swimming your way up the mountain to the pub in your Speedos. Trust me, I was there.”

Besides sponsoring Comedy on 4 on TV, the campaign also spans out of home executions, social, digital and PR activity and a series of idents.

“Keep It Fresh” is the advert’s strapline

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Soundtracked by energetic garage track ‘Fresh’ by FooR, Majestic and Dread MC, the character’s ascent up the mountain sees him front crawl past hikers, slalom round skiers, leap like a salmon over a crevice and, as he approaches the summit, indulge in a spot of backstroke to admire the view.

It ends with the line ‘Whatever you do, keep it fresh’.

Sophie Jamieson, Marketing Controller, American Beers, said:

“Coors Light is the world’s most refreshing beer, but the world doesn’t need another lager ad showing people being refreshed.

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With the launch of this campaign, we’re shifting our focus from simply telling a story to, fundamentally, how we behave as a brand.

“Building on our longstanding brand equity, we’ll be celebrating the world’s freshest attitudes and perspectives – and the people who live by them – and inspiring everyone else to get on-board as well.

Ultimately, we want Coors Light to be the brand that champions and creates the most refreshing moments in culture.”