Coors Light Brings Sloth-Inspired “Case of the Mondays” to Life in Canadian Big Game Ad
In the weeks leading up to the highly anticipated Big Game, Coors Light has gone all in on capturing the essence of having a “Case of the Mondays.” From cleverly botched billboards to exclusive, limited-edition “Mondays Light” packaging and even an original track by Canadian DJ duo Case of the Mondays, the beer brand has been on a mission to make Mondays more bearable. Now, with the unveiling of its 2025 Big Game ad, Coors Light—proudly brewed in Canada—takes this concept to an amusingly sluggish extreme.
In this humorous and unexpected spot, football fans face the dreaded Monday that follows the end of football season. But there’s a twist—every single one of these fans is a sloth. Yes, you read that right. The ad humorously embodies the slow, lethargic feeling many experience on the first Monday after the Big Game, making it more relatable than ever.
A Slow-Motion Disaster: Sloths Tackle the Monday Blues
Throughout the ad, everything seems to go hilariously wrong. A sloth sluggishly attempts to scan groceries at a checkout counter, barely mustering the energy to complete a single transaction. Another slowly trudges through an endless inbox of unread emails, each keystroke a monumental task. The comedic climax comes in the form of an epic, slow-speed chase—an exaggerated parody of high-stakes action scenes, but in the sluggish and deliberate style of these adorable, lethargic creatures.
The ad’s sloth-driven antics culminate in the grand reveal of Mondays Light, a special-edition Coors Light pack designed specifically for what might be the worst Monday of the year—the day after the Big Game. As football fans come to terms with the season’s end, Coors Light ensures they have a refreshing way to ease into the week.
A Big Reveal for Canadian Fans
Coors Light’s 30-second Canadian Big Game spot is now available for viewing in both English and French, ensuring fans across the country get the full experience.
“The Monday after the Big Game, it’s easy to feel like a sloth—they perfectly capture that ‘Case of the Mondays’ feeling,” said Leslie Malcolm, Vice President of Marketing for Canada at Molson Coors Beverage Company. “For weeks, we’ve been bringing this idea of ‘Case of the Mondays’ to life for fans across the country, all leading up to the big reveal. We’re thrilled to debut our new English and French spots, ensuring all Canadian fans get the same Big Game ad experience this year.”
The campaign, created in partnership with Mischief @No Fixed Address, is set to air on CTV, TSN, and RDS during the Big Game broadcast on February 9, 2025. By integrating humor, relatability, and a distinctively Canadian perspective, the ad aims to create a lasting impression on viewers.
Creativity Beyond the Big Game
“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 & Executive Creative Director at Mischief. “Coors Light and Mischief treated this no differently than anything we would do. 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.”
The campaign’s ingenuity extends beyond just the commercial. Coors Light took its commitment to the theme a step further by staging its own “Case of the Mondays” mishap. In a bold marketing move last month, the brand intentionally released a series of ads across Canada that featured an embarrassing (but entirely deliberate) spelling error, misspelling “refreshment” as “refershment.” Rather than correcting the mistake, Coors Light doubled down on the joke, transforming the mishap into an actual product: Mondays Light. The limited-edition packaging for Coors Light 24-packs is now available at participating retailers across Canada, reinforcing the brand’s playful and self-aware approach to marketing.
More Surprises and a Grand Prize Giveaway
Beyond the engaging ad and exclusive product packaging, Coors Light is making the Big Game experience even more exciting for Canadian fans. The brand is offering eligible 21+ fans across Canada the chance to win a dream trip for two to the 2026 Big Game in California. This incredible opportunity allows fans to not only enjoy this year’s celebration but also look forward to an unforgettable sports experience in the future.
Canadians can enter for a chance to win by visiting coorslight.ca/caseofthemondays for full details. The contest follows standard eligibility requirements, including a skill-testing question, and no purchase is necessary to enter.
Additionally, Coors Light is keeping fans engaged on social media, teasing more surprises leading up to the Big Game. Fans can follow @CoorsLightCanada on Instagram to stay up to date on the latest campaign developments, behind-the-scenes content, and other exciting activations.
The Power of Playful Marketing
Coors Light has long positioned itself as a brand that understands the importance of balance—whether it’s between work and play, seriousness and humor, or refreshment and relaxation. This campaign is a testament to that ethos, using comedy, relatability, and a strong visual concept to connect with its audience in an impactful way.
By leveraging the universal feeling of sluggishness that follows a major event, Coors Light has created a campaign that resonates with both die-hard football fans and casual viewers alike. The use of sloths as a metaphor for the post-game Monday slump is both clever and visually entertaining, making it a standout moment in this year’s Big Game ad lineup.
A Refreshing End to the Big Game Weekend
As fans across Canada gather to watch the Big Game, Coors Light is ensuring they have the perfect way to cap off the weekend. Whether it’s through its humorous and relatable ad, its exclusive Mondays Light packaging, or the chance to win a trip to the 2026 Big Game, the brand continues to reinforce its reputation for creating memorable and engaging experiences.
So, as Monday morning rolls around and the reality of another workweek sets in, at least football fans can take solace in the fact that they’re not alone in feeling like a sloth—and that a cold, refreshing Coors Light is waiting to make things just a little bit better.
For more information, visit coorslight.ca/caseofthemondays and be sure to follow @CoorsLightCanada for all the latest updates.
