Coors Light is delivering a tongue-in-cheek remedy to the inevitable slump that arrives right after the final whistle of football season. In a newly revealed spot for Super Bowl 2025, the brand presents a “Case of the Mondays” so literal that it stars sloths stuck in sluggish mishaps—from crawling through inboxes to an unhurried pursuit in a grocery aisle. The 30-second commercial, created by Mischief No Fixed Address, continues the brand’s broader “Case of the Mondays” campaign that has sparked buzz in the lead-up to Game Day.
Sloths Steal the Spotlight
The Big Game ad opens on a dreary Monday scenario, one shared by fans coming down from the excitement of the championship. But this version of Monday is populated by sloths ambling through the day—bagging groceries, barely moving at the office, and taking “slow speed” to new heights. The comedic twist arrives when someone picks up a pack of Mondays Light, transforming the lethargic mood into the refreshing, mountain-cold vibe Coors Light is famous for.
“The day after the Big Game, it’s easy to feel like a sloth… they perfectly capture that ‘Case of the Mondays’ feeling.”
— Marcelo Pascoa, Vice President of Marketing at Coors Light
From Typos to a Full Campaign
Coors Light’s Big Game push kicked off in memorable fashion: a series of deliberately misspelled “refershment” ads in national newspapers and billboards. Embracing this “Case of the Mondays” mistake, the brand introduced Mondays Light—limited-time packaging for Coors Light 12-packs, available at retailers nationwide. Fans can enter for a chance to have Coors Light pick up the tab for a case just in time for post-Super Bowl Monday.
The sloth-themed commercial and product tie-ins combine to deliver a consistent brand statement: even if your Monday feels extra slow, the refreshing chill of Coors Light can set things right. It’s a playful spin on Coors Light’s existing “made to chill” positioning, now dialed up to match the spectacle of the Super Bowl.
Merch & Mountain-Cool Mayhem
Chilling out is more than just cracking open a cold one—at least, that’s Coors Light’s stance. Alongside its sloth-centric ad, the brand launched an exclusive Case of the Mondays merch collection featuring cozy sweat sets, hats, t-shirts, and a Chill Face Roller (so you can literally cool off under pressure). Newly added to the line are sloth-themed items—a bucket hat, blanket, beverage wrap, neck pillow, and tees—cementing the campaign’s fun, lazy-day aesthetic.
“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.”
— Kevin Mulroy, Partner & ECD at Mischief
Taking the Big Game Lightly—And Seriously
While Super Bowl commercials are typically a brand’s most high-stakes productions, Coors Light’s approach underscores a relaxed, playful attitude that matches the campaign message. By intentionally placing sloths center stage and deploying an “oops” moment (the “refershment” misspelling), the brand leans into the idea that not everything needs to be perfect—even in the spotlight of one of the year’s largest sporting events. Nonetheless, there’s no denying the pre-planning and creative effort poured into this comedic storyline, from concept to merchandising.
Looking Ahead
As the 2025 Big Game approaches, Coors Light’s “sloth takeover” is sure to spark conversation among fans, whether they’re reeling from a late-night watch party or simply embracing the opportunity to chill on Monday. With limited-edition packaging, quirky merch, and a slow-motion commercial that breaks the mold of traditional Big Game bombast, Coors Light’s Case of the Mondays campaign shows that even a day of the week can become a memorable brand moment—especially when given a sloth-tastic twist.
Coors Light Super Bowl 2025 Press release
COORS LIGHT BRINGS CHILL TO SLOTH-LIKE “CASE OF THE MONDAYS” IN 2025 BIG GAME AD
Yes, sloths. Sloths in offices. Sloths in grocery stores. Sloths everywhere.
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 Super Bowl on Sunday, February 9, 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 & 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 cozy 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.
Price not provided in ad. Contact Coors Light.
The Coors Light Super Bowl ad featuring sloths in the office was unexpectedly cute and funny.