Coors Lights Out

Coors Light turned a media event only they could own into a meaningful commemorative campaign for fans to experience. Shohei Ohtani, the greatest player in baseball history, broke a Coors Light ad with a foul ball, leaving a black square of dead pixels on the can. Rather than fix the embarrassing flaw, fans were given the chance to experience and keep a piece of it for themselves with a special edition can that replicated Ohtani’s broken ad. To build on the experience, the black square was added to existing Coors Light ads, including all the screens inside Angel Stadium during a live game.