In a marketing move as inventive as his dazzling on-field performances, Kansas City Chiefs quarterback Patrick Mahomes, 28, has added another dimension to his legacy—this time in the world of advertising. Mahomes recently filmed a commercial for Coors Light that captivated fans, sparked a viral reaction, and is now sitting in an unusual limbo.
Due to NFL regulations, this highly anticipated ad won’t see the light of day until Mahomes retires from professional football. Instead, it’s been metaphorically sealed away in a “Coors Light Time Capsule.”
The Ad That Almost Was
Released on June 26, the commercial opens with Mahomes in a thrilling cinematic sequence, reminiscent of action blockbusters. Standing atop a moving train as it slices through snowy mountains, Mahomes utters the line, “Looks like we’ve got company!”
The scene was primed for drama, but it abruptly pivots to humor when a producer halts the production, storming onto the set and shouting, “Stop shooting! Turn the cameras off! Kill the fan.”
A confused Mahomes asks for an explanation, and the producer points out the issue: an NFL rule that prohibits players from promoting alcoholic beverages while still active in their careers. The line, “No player shall be allowed to promote a beer while they play professional football, no matter how cool and high stakes it is. They even bolded that last part,” becomes the ad’s playful crux.
With a sigh, Mahomes acknowledges, “This was supposed to be my big break.” The commercial then takes a quirky turn as the crew suggests burying the ad in a time capsule, to be revealed when Mahomes retires and can finally endorse beer products. The commercial concludes with Mahomes himself burying the time capsule, leaving his fans with one more reason to eagerly await his eventual retirement.
A Marketing Masterstroke
The ad, which cleverly toes the line of NFL policy, has been lauded as a brilliant piece of creative marketing. Coors Light managed to skirt restrictions in a way that brought humor and engagement to their brand. The quirky plot twist of the ad being locked away until Mahomes retires struck a chord with viewers. One YouTuber commented, “I literally just laughed out loud at work!” while another praised, “THIS is making great ideas to sell your beer.”
This isn’t Mahomes’ first brush with Coors Light’s creative team, either. In 2022, the quarterback starred in an ad for the “Coors Flashlight,” a playful nod that cleverly avoided directly promoting alcohol. The next year, Mahomes appeared alongside a “Coors Light Bear,” a fictional mascot that’s “zero percent adult beverage, and 100 percent mammal.” The ad was a lighthearted hit, showing Mahomes lounging with the bear after a long day and even hitting the golf course together. The creativity and charm of these campaigns have established a fun and ongoing relationship between Mahomes and Coors Light, even with the NFL’s strict advertising rules in place.
What’s Next for Mahomes?
With the 2024-2025 NFL season just around the corner—starting with a much-anticipated September 5 opener against the Baltimore Ravens—Mahomes continues to be a force on the field. Meanwhile, fans can only speculate about what future collaborations between him and Coors Light might look like. One thing is for sure: the time capsule ad has added yet another layer to Mahomes’ growing off-field mystique, proving that even when restricted, he can still deliver excitement, both in sports and in advertising.
While the world awaits the day Mahomes’ “big break” in beer commercials will finally air, his stellar play continues to dominate the headlines. Until then, Coors Light’s hidden ad will serve as a playful reminder that even the biggest stars sometimes have to wait their turn—albeit in the most creative ways.
As Mahomes leads his team into another promising season, the time capsule serves as both a teaser for fans and a testament to the power of thinking outside the box when navigating tricky advertising regulations. The countdown to his retirement—and the unveiling of that long-awaited ad—has officially begun.
