The 60” TV spot set on the semi-mythical Coors Mountain. Against a snow-covered vista, one man limbers up as he prepares to ascend. But rather than being kitted out in gloves or even a coat – he dons merely a swimming cap, goggles and a pair of trunks, as though about to go for a swim. And then he dives in.

Sound tracked by energetic track ‘Fresh’ by FooR, Majestic and Dread MC, his 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. Finally, upon reaching a vista bar at the mountain’s peak, he submerges under the snow, emerging at the bar as the barman pours him a well-earned pint of Coors. It ends with the line ‘Whatever you do, keep it fresh’.

Less people in the UK are drinking beer, but there are more brands than ever to choose from - meaning the ability for brands to differentiate has never been so crucial. But Coors Light hadn’t launched an ad in six years. Coors Light are famous for brewing the World’s Most Refreshing Beer, but the world doesn’t need another ad showing people being refreshed. So instead, we focused on creating a film that didn’t just demonstrate how Coors Light’s beer refreshes people, but served as a piece of refreshing culture in and of itself: built by combining the freshest music and visuals.

Everyone knows Coors Light as an iconic American brand, born and brewed in the Rockies. But in the age of Trump, UK audiences are increasingly resistant to American brands - so we had to find a way to make the brand feel relevant for British drinkers. Our solution? A soundtrack that blends beats and bass in a uniquely UK way: ‘Fresh’ in title, and fresh in sound.