Coors Light, together with creative agency Mischief @ No Fixed Address, has teamed up with Kansas City Chief's quarterback Patrick Mahomes for a new ad — even if he technically couldn't star in it.
The nearly two-minute spot, named "Coors Light Time Capsule Commercial," is exactly what the title suggests.
It kicks off with an action sequence: Mahomes is standing on top of the Coors Chill Train speeding along a snowy landscape.
However, the shoot was abruptly halted when the team received the news that Mahomes couldn't star in the commercial.
Even if they finish shooting the commercial, it will be banned due to his NFL contract stipulations.
View this post on Instagram
According to the fine print, "no player shall be allowed to promote a beer while they play professional football, no matter how cool and high stakes it is."
People on set then express their dismay, with the director saying that the commercial was supposed to be his big break, and another one asking what the return policy is for 10,000 Patrick Mahomes x Coors Light figurines.
"Commercial's almost finished, what are we supposed to do?" the NFL star asks.
After a short pause, one man suggests that they can continue filming the ad and hide it in a time capsule until his retirement when they can then show it to everyone.
"That's insane," Mahomes responds, but they do the ad anyway.
The spot ends with the football player out in a grassland with a shovel and the Coors Light ad in a time capsule, as he starts burying it to the ground.
The beer brand then invites everyone to tune into the Time Capsule Burial Ceremony happening live on YouTube on Friday, June 28.
A Hilarious Yet Proper Workaround
The latest from Coors Light works around the NFL's rules on its players endorsing alcoholic beverages.
While they can pitch beer, they're still subject to very specific regulations.
"Everyone knows I’m a Coors Light guy, and this summer we were cooking up something special," Mahomes shared in a news release.
"Unfortunately, you’ll have to stay tuned until the day that we can finally share it with the world!” he added.
Previously, the quarterback was featured in a series of suggestive commercials promoting everything but the world-famous beer.
Mahomes co-star is the "Coors Light Bear," which is "0% adult beverage and 100% mammal."
To up the ante for this year's campaign, Coors Light will also give a chance for fans to get ahold of the "Redatrick" Patrick Mahomes bobblehead, a figurine that "cleverly hides" his identity by pixelating it.
I mean, is it really him if you can't even see his face?
READ NEXT:
Coors Light Launches Summer Campaign with ‘Chill Jersey’
Editing by Katherine 'Makkie' Maclang