Molson Coors is making its third consecutive appearance in the Big Game, bringing a fresh spin to its “Choose Chill” mantra—while also stirring up pre-game excitement with a new celebrity (Timothy Simons) and the popular “Case of the Mondays” Coors Light stunt. However, the brand’s 2024 Super Bowl “Chill Train” sparked the strongest intent of the past year. What made this creative so effective in driving positive business outcomes?
While conversions represent completed actions and can provide a snapshot of post-campaign performance, they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.
Purchase Intent is the purest early indicator of an ad’s sales potential—but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions.
iSpot’s Creative Assessment analyzed three years of Coors Light ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.
Coors Light Chill Train :30
Purchase Intent Gap to Category Norm: +7 pts (45% Top 2 Box)
According to the Optimal Profile, Coors Light ads that drive higher consumer intent stand out by taking a balanced approach across creative components—not by relying on a single driver. While Information is slightly less differentiating, the brand succeeds most when creative conveys something new/a Change with strong breakthrough and Relevance.
The thirty-second “Chill Train” excelled at capturing attention in a highly likable way, significantly outperforming the full range of its creative drivers (as per the Optimal Profile). As a result, the 2024 Big Game spot resonated with Gen Pop viewers—including many who may not drink beer but are still an important group for Super Bowl advertising.
This creative leveraged unique visuals and nostalgia to evoke Curiosity* effectively and importantly, ignite thirst. In fact, 45% of the general population were more inclined to purchase Coors Light–surpassing beer advertising norms by +7 points.
For any brand, knowing and influencing the key KPI drivers—whether it be Likeability, Attention, Relevance, Information, Change, or a unique combination—can lead to more impactful creative that boosts purchase intent. Will the 2025 Coors Light Big Game ad deliver results as well as last year’s Super Bowl spot? Sign up for iSpot’s VIP Ad Center to track creative and audience performance insights for every Super Bowl LIX ad, including pre-releases and teasers.
*Indicates one of the 57 emotional reactions iSpot Creative Assessment measures for every video ad.