COORS LIGHT + CHANNEL 4

 

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 rapoing 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 all built towards a live vote night on Channel 4. Coors Light took over every advert break around a single TV show (and in case you’re wondering, yes that is a first for Channel 4). The campaign drove viewers to vote 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 had to deliver, 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 TAKE OVER

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LIVE NIGHT - WINNER ANNOUNCEMENT

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LIVE NIGHT - SOCIAL MEDIA REACTIONS

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Two shoot days. I know you were wondering. And we shot everything above in two days. I know right?

 

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 were still being written in the edit.

 

PHASE ONE CREDITS

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Executive Producer: Anneka Bunnag

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

Editor: Gordon Vowles

Grade, Mix and Online: Unit Post

 

DIRECTOR