How Chiefs Superstar Patrick Mahomes’ Fourth Coors Campaign Was Created

Patrick Mahomes’ fourth advertising campaign with Coors Light whimsically matches the beverage’s ice-cold branding with the Kansas City Chiefs quarterback’s coolness under pressure.

“We are obsessed with providing people with that experience of having a really cold, refreshing beer,” Marcelo Pascoa, vice president of marketing for Coors, exclusively shared. “He has this ability to deal with even the most stressful situations with a chill state of mind.”

In the commercial, which went live on digital and social media on the morning of July 9, Mahomes takes “The Patrick Plunge” in a cold tub that is actually a giant version of his head.

The cold tub not only plays on Mahomes possessing the cliché of having ice water in his veins — with 19 fourth-quarter comebacks in the regular season and six more in the playoffs, where he has an astonishing postseason record of 17-4 — but also his dedication to recovering from vigorous workouts.

“I want him built like a bumper car,” Mahomes’ personal trainer Bobby Stroupe said. “I kind of need that. He chooses to play that way.”

Since the NFL doesn’t permit its active players to endorse alcoholic beverages, Coors Light once again produced a clever work-around without specifically endorsing the beer.

Created by Mischief @ No Fixed Address agency, the ad was shot in a production studio in Texas, where Mahomes lives in the offseason, in April.

It took one day, and Mahomes was actually immersed in a cold tub during the day-long shoot, though staffers were obviously mindful to give the three-time Super Bowl MVP many breaks.

One of the comedic highlights ensues 30 seconds into the ad. As Mahomes closes his eyes and begins to enter a meditative state, a random, bearded man in a white robe walks in and confusingly states, “This isn’t the sauna room.”

Mahomes then tries to direct him, responding that it is: “Down the hall to the left.”

How Fans Can Participate

Starting July 15 — in honor of Mahomes’ jersey number — fans can purchase a Mini Patrick Plunge beer koozie on Coors Light’s website. There are a limited amount of Mini Patrick Plunges, and they cost $40, and proceeds benefit Mahomes’ 15 and the Mahomies Foundation, which seeks to improve the lives of children in need through initiatives that focus on health and wellness.

Mahomes’ foundation is also the recipient of another promotion tied to this commercial. The first 60 fans to visit the Patrick Plunge tab on the Coors Light website and donate $15 donation to 15 and the Mahomies can plunge into the exact same giant Mahomes head that the quarterback did during the commercial.

“You can get into Patrick’s head metaphorically,” Pascoa said. “But we also want people to be able literally get inside his head.”

That Patrick Plunge will take place at KC Live! in the Power & Light District of downtown Kansas City, Mo. on July 19.

Mahomes, though, won’t be there. He’ll be finishing preparation for his ninth training camp, which begins on July 22 in St. Joseph, Mo.

“It seems like the offseason gets shorter and shorter every single year,” Mahomes said. “But that’s part of the process, man.”

Patrick Mahomes’ Previous Commercials

The process of creating a Coors Light campaign for Mahomes has become an annual tradition.

“We have amazing creative partners,” Pascoa said. “They understand the brand. They understand Patrick and who he is and what he stands for.”

Last year Mahomes was on top of a Coors Light train during a blizzard as he was getting ready to film a glitzy, high-action commercial when an on-set producer stops production to remind him of the NFL rule preventing athletes from endorsing alcohol. To preserve the commercial, they decide to bury it in a high-tech time capsule.

Two years ago Coors Light came up with an amusing play on words and had Mahomes hanging out with the “Coors Light Bear.”

In the ad three summers ago, another pun had Mahomes promoting a Coors-brand flashlight called “The Coors Light” instead of Coors Light.

Because Mahomes is the face of the NFL, it’s no surprise that Coors Light is just one of the brands for whom Mahomes is a spokesman. He also endorses Adidas, State Farm, Subway, T-Mobile, Oakley, BioSteel, BOSS, CommunityAmerica Credit Union, Essentia Water, Head & Shoulders, Hy-Vee, Hyperice, T-Mobile, Whoop, AirShare and Throne SPORT COFFEE.

One of the NFL’s best players has become one of its best pitchmen.

“(He’s) so easy to work with,” Pascoa said.