Sloths — Seriously, Sloths — Steal The Show in Coors Light’s ‘Case of the Mondays’ Super Bowl Campaign

Sloths are lighting up small screens for Coors Light’s 2025 Super Bowl campaign. (Photo: Coors Light)

Coors Light announced its Super Bowl campaign on Monday, titled “Case of the Mondays” and sloths — as in the adorable, sluggish, sleepy-eyed animals — are stealing the show. The brand’s 2025 Super Bowl ad is meant to show just how slow a “Case of the Mondays” really is.

“The day after the Big Game, it’s easy to feel like a sloth — they perfectly capture that ‘Case of the Mondays’ feeling,” Vice President of Marketing at Coors Light Marcelo Pascoa said in a statement. “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.”

Pascoa might just be referring to an incident that occurred in New York’s Times Square in mid-January when a billboard that should have read, “Mountain Cold Refreshment” read “Mountain Cold Refershment.” Coincidentally, a full-page ad in the New York Times also had the same misspelling. The brand claimed it had a “Case of the Mondays,” and this commercial for the Big Game appears to be the latest in Coors Light’s cheeky campaign.

In the 60-second spot, sloths depict tired — and possibly hungover? — Super Bowl fans on the day after the biggest event in football season is over. In true “Case of the Mondays” fashion, everything goes wrong. From slow-speed chases to bagging groceries. The only way to shrug off the Monday blues? Some Coors Light, of course.

The beer brand tapped Mischief @No Fixed Address to create the commercial. Partner and ECD at Mischief Kevin Mulroy shared his thoughts on the creative process:

“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. 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 get people talking weeks before, and after, when they’re enjoying their case of the Mondays.”

The brand appears to be going all in on the “Case of the Mondays” marketing and has offered limited-time packaging. Instead of the usual “Coors Light” on the box, Coors light cases are now branded “Mondays Light.” Coors additionally launched a Case of the Mondays collection, featuring sweats, hats and tees so Mondays aren’t so bad.

The commercial can be watched below, or during the first half of the Big Game on Sunday, Feb. 9.