Coors — Commercial

Keep It Fresh is a commercial for Coors, created by Havas London for Molson Coors and directed by Diarmid Harrison-Murray: three friends summon a ‘bear taxi’ and ride through a snowy mountain forest to a party on the summit. It launched the Keep It Fresh platform in July 2023 as a multi-million-pound campaign across TV, VOD, cinema, out-of-home, digital and social, with Channel 4 comedy sponsorship idents alongside.

The credit is a producer’s credit, not a company one. Keep It Fresh was produced by Jonny Kight at Untold Studios; In Color did not produce it, and the credits say so. Jonny Kight produced a run of commercials with Diarmid Harrison-Murray at Untold, among them Copper ‘The Unfair Advantage’, MoneySuperMarket ‘Monster’, Churchill Insurance and the Neom films.

The live action shot in March 2023 on the Kaunertal glacier in Austria and around Bovec in Slovenia, with the summit party staged at 2,260 metres, Tom Townend as DoP and TwoPointO Film in Ljubljana servicing the shoot. The riders rode horses on set; Untold’s VFX team replaced them with three fully CG bears — Lorenzo, Tony and Amy — in post. Edit was by Tim Thornton-Allan at Marshall Street Editors, sound by Creative Outpost, music by Wake The Town.

Drinks is a category Jonny Kight knows well: his commercials also include Budweiser ‘Light it Up’, Carlsberg ‘Mads’, William Lawson’s and Ballantine’s, and In Color’s own Courvoisier campaign continues the run.

A spot built around riders on bears is as much a post film as a shoot, and Untold is a studio with VFX at its centre, so the credit sits in that context. On a comparable job today In Color would produce the live action and hold the post relationship, or service the UK shoot for an incoming production.

For commercials produced by In Color itself, see Courvoisier — Commercial and the commercial production page.

Credits on this site list the producing company on each project. Where that is not In Color, it is Jonny Kight’s producing work at another company, shown here as the founder’s credit.

Outcome
Launched 7 July 2023 on TV with a 60-second film and cut-downs, across VOD, cinema, out-of-home, digital and social. Full credits and the making-of are on LBB.