USA: Coors Light, the official beer sponsor of Super Bowl XXXIX, will unveil new television advertising during the National Football League playoffs, leading up to the big game on February 6, PRNewswire posted on January 7.

Created by Foote Cone & Belding Chicago, the new spot is an evolution of the Coors Light "Cold Hard Facts" campaign. The ad highlights "cold hard facts" about the Super Bowl and shows fans gearing up for the game with their Rocky Mountain cold Coors Light.

"The new advertising builds on the momentum we have generated since last fall and conveys the magnitude of our partnership with the NFL and the enormous presence Coors Light has in the playoffs," said Jim Sabia, vice president of marketing for Coors Brewing Company. "Ask any consumer and they will tell you ice-cold beer is more refreshing. The fact is, Coors Light is the only premium light beer that's frost brewed, then stored and shipped cold to ensure it is the most refreshing beer. We're letting millions of beer drinkers know that our commitment to cold is unique to other beer brands."

The commercial opens with visuals of the Rocky Mountains and a football stadium, while the announcer explains that as the Super Bowl approaches, millions of bottles of refreshing, frost brewed Coors Light will be tackled, fans will get in touch with their inner linebacker, grown men will dance, games will be won, voices will be lost and tons of lucky hot dogs will be washed down with Rocky Mountain cold Coors Light. With taglines including "Taste the cold," and "The coldest tasting beer in the world," the ad touts the refreshing taste of ice-cold Coors Light.

The new spot debuts on January 8 and continues in heavy rotation throughout the NFL playoffs.

Founded in 1873, Coors Brewing Company is the third-largest U.S. brewer and the eighth-largest brewer in the world. Coors sells its products in North America, Latin America, Europe, and Asia. Coors' brands include Coors, Coors Light, Aspen Edge, Killian's Irish Red, Blue Moon, Zima XXX, Keystone, and Extra Gold.

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