Coors Light Brings Chill to Sloth Like 'Case of Mondays' in Super Bowl Spot

In the weeks leading up to the Big Game, Coors Light has gone all in on having a 'Case of the Mondays.' What started as a typo in national newspapers and billboards across North America has transformed into a dynamic campaign, including limited-time packaging, covetable merch, and now…sloths.

Today, the world’s most refreshing beer is revealing its 2025 Big Game ad, where Coors Light shows just how slow a 'Case of the Mondays' really can be. In the spot, football fans experience the dreaded Monday after the national football season is over. But in this 'Case of the Mondays,' it just so happens each one of these fans is a sloth.

Everything goes wrong in the spot. The sloths sluggishly bag groceries. They crawl through their inboxes. They even participate in an epic, slow-speed chase. It’s not until someone gets their hands on a pack of Mondays Light that they swap their sloth for some chill and mountain-cold refreshment.

“The day after the Big Game, it’s easy to feel like a sloth - they perfectly capture that ‘Case of the Mondays’ feeling,” says Marcelo Pascoa, vice president of marketing at Coors Light. “For weeks, we’ve been bringing this idea of ‘Case of the Mondays’ to life everywhere. Our ad is the culmination of all that hard work in an unexpected way.”

Created by Mischief @No Fixed Address, a 30-second version of the sloth-filled spot will air during the first half of the Big Game on Sunday, February 9th, 2025.

“Marketers always think they have to step up for the Big Game because it’s the Big Game…but every piece of marketing should have the same care and creative input,” said Kevin Mulroy, partner and ECD at Mischief. “Coors Light and Mischief treated this no differently than anything we would do (with maybe 30 percent more toasting of Coors Light once we wrapped). It meant we could think outside of the game, and create something that gets people talking weeks before, and after, when they're enjoying their Case of the Mondays."

As part of the brand’s Big Game campaign, Coors Light had its own 'Case of the Mondays' earlier this month when it released a series of ads that mistakenly spelled 'refreshment' as 'refershment.'

The brand then turned its 'Case of the Mondays' mishap into a literal case of beer with Mondays Light, new limited-time packaging for Coors Light 12-packs, which is available at retailers nationwide. Through the limited-time packaging, fans can enter for a chance to win a case on Coors Light, right in time for the Monday after the Big Game.

Coors Light didn’t stop there though. Chilling is a lifestyle, so Coors Light launched an exclusive Case of the Mondays merch collection, including cosy sweat sets, hats, tees and the Chill Face Roller, so you can bring mountain-cold refreshment to your face and chill out your worst 'Case of the Mondays.'

As of today, the collection has been expanded to include several sloth-themed items including a bucket hat, blanket, beverage wrap, neck pillow and t-shirts.