Ok, strap in folks. We’ve a lot to get through.

Coors Light needed something to replace all that brilliant Jean Claude Van Damme in an ice cave stuff they had. You know the ice cave? You’ve seen it? You remember it? Chilly looking place.

Well, no more ice cave. Psych.

Someone somewhere convinced Coors Light that comedians battle rapping was the way forward. Because rappers are cool aren’t they, and when you do a dead good bit of rap thats “cold” and… beer is cold. Keep up.

The campaign was built towards a live vote night on Channel 4. Coors Light took over the ad breaks around Celebrity Gogglebox (which, in case you’re wondering, is a first for Channel 4). Viewers voted for their favourite comedy battle rapper via social channels and then the winner was announced in the final ad break of the program.

Anyway I directed it all. Imagine that.

launch night

The campaign kicked off with this 60 second TV Commercial on Channel 4. The launch film announced Coors Light’s comedy rap competition, dubbed ‘The Coldest Of All Time’, and also revealed the comedians who were vying for the title, TASH DEMETRIOU, LONDON HUGHES and DOC BROWN.

launch content on social media

tv commercials

TASH, LONDON and DOC battled rapped the heck out of each other. Which basically means they crafted deft rhymes that were as mean about their opponent as the various legal restrictions and broadcasting guidelines allowed. Fun! Each rap battle was delivered as a stand alone TV Commercial. Conveniently, those three commercials are below.

london vs doc

tash vs london

doc vs tash

comedy on 4 idents

Alongside the launch film and the battle raps we also delivered, like, 22 idents to sit around Comedy content on Channel 4. I’ve edited together a short selection for your delectation.

live night - ad break takeover

Coors Light took over the ads around Celebrity Gogglebox on Channel 4. The first ad break featured the Launch Film at the top of this page, the second ran with a two minute compilation of all the battle raps in it (below) and the third ad break led with the winner announcement.

live night - social media reactions

We made some social clips that went out online after the result was announced. It made the whole experience of the event y’know, more holistic and helped it feel more like a genuine live event.

live night - winner announcement

Tash went and bloody won it. I guess the pubic liked her not-rapping rap style.

CREDITS

Producer - Amy Thornton

Production Company - The Outfit

Creative Agency - The Outfit

Creative Director - Gemma Crawley

Senior Creative - Maggie Kelly

Creative - Adam Kammin

Writer - Nico Tatarowicz

Director of Photography - Marcus Autelli

B Camera operator - Chris Stevens

Editor - Christopher Coupland

Grade, Mix and Online - Unit Post

the first bit

Before we could do any of the comedians’ stuff you’ve seen above we had to find a way of setting up the whole campaign visually and tonally and in a way that could be written, produced and delivered inside three weeks. Crying with laughter emojij, crying with laughter emojij, just crying emoji.

Basically the concept got signed off mid Nov 2018 and something had to be on air January 1st 2019. So… here we have anonymised rappers delivering scripts that were still being written in the edit.