Kansas City Chiefs quarterback Patrick Mahomes recently filmed a Coors Light commercial, but there’s a catch—fans won’t be able to see it until Mahomes has officially retired from professional football. The ad, packed with humor and a clever marketing twist, reflects both Mahomes’ star power and the unique challenges of advertising for active NFL players.
A Creative Marketing Solution
In a nearly two-minute video released on June 26, 2024, Mahomes takes center stage in a dramatic scene where he stands atop a moving train, navigating through a snowy landscape. A powerful score builds the tension as Mahomes, ever the confident leader, declares, “Looks like we’ve got company!” But just as the scene reaches its peak, the plot takes an unexpected turn.
A producer shouts for the crew to “Stop shooting! Turn the cameras off! Kill the fan!” and quickly walks up to Mahomes, explaining that NFL regulations prohibit active players from promoting alcoholic beverages. Pointing to a rule in Mahomes’ contract, the producer says, “No player shall be allowed to promote a beer while they play professional football, no matter how cool and high stakes it is.”
Clearly disappointed, Mahomes responds, “Wait, so that’s it? This was supposed to be my big break?” His frustration is evident, but the crew comes up with an inventive solution. Instead of scrapping the commercial, they decide to store it in a time capsule, to be opened only after Mahomes has retired from the game. The video closes with Mahomes humorously burying the time capsule, leaving fans with a tantalizing mystery about when the ad will finally see the light of day.
A Hit with Fans and Marketers
Coors Light’s marketing team has garnered praise for their creativity in working around the NFL’s advertising restrictions. The unconventional approach to the commercial has caught the attention of fans, who have flooded social media with positive reactions. One YouTuber wrote, “I literally just laughed out loud at work!” while another fan added, “THIS is making great ideas to sell your beer.”
This is not Mahomes’ first foray into Coors Light marketing despite the NFL’s strict guidelines. In 2022, he appeared in a Coors commercial, but instead of promoting the beer, he was showcasing a Coors flashlight. The following year, Mahomes starred in another Coors Light ad, but this time, the focus was on a Coors Light bear—an unrelated character designed to represent the brand without directly promoting the product itself.
Looking Toward the Future
As Mahomes prepares for the 2024-2025 NFL season, which kicks off on September 5 with a high-stakes game against the Baltimore Ravens, his partnership with Coors Light continues to thrive. While fans will have to wait for the time capsule commercial to be released, there’s no doubt that Mahomes will remain a key figure in future Coors Light campaigns, offering plenty of marketing moments once his playing days are behind him.
In the meantime, Mahomes is focused on leading the Chiefs to another championship and enjoying the creative opportunities off the field. With such an iconic and unique commercial locked away, there’s no telling what surprises await his fans once his football career comes to an end.
