In the words of the marketing honcho (quoted in AdAge) who approved the ads, here's what they're aiming to communicate...
To those points, add some gratuitous shots of the Rocky Mountains and Coors brewery workers "climbing the mountain" that apparently is the task of brewing light beer, and you have at least a 10-part advertising platform. All of it delivered without much fun, including the final, almost weary command to "Climb on."
Sadly for Coors, a longtime advertising truth still remains in force: "telling ain't selling." The more you load into an ad, the less viewers take out. "Selling" means capturing a strategically powerful message in a clever, engaging, and memorable fashion. Great advertising always results from a process of tossing out the extraneous to get to the simple, yet compelling core.
Here's what that same Coors marketing honcho said he wanted...
How a "work-reward" strategy was distilled, and the brand's central message focused on the achievement, and especially, the reward.
How, in the simple joy of celebrating a job well done, a beer brand found success.
How less really is more.