Coors Light has enlisted LL Cool J to bolster its presence in the Super Bowl beer wars. LL Cool J is starring in the brand’s latest Super Bowl commercial, leading the Coors Light Chill Train. LL Cool J’s dramatic entrance occurs towards the end of the ad, as the train unexpectedly crashes into a living room full of football fans.
Reflecting on the experience, LL Cool J described it as “a real epic kind of moment.” In the ad, the rapper saves a young couple from an uncomfortable moment when he brings the Chill Train to a family football game watch. As he brings the Chill Train to a halt, he plays “Love Train” by the O’Jays, a song he cherishes from his childhood.
It is that song that made the commercial special for him. “The theme song is amazing. It reminds me of being a little boy — seven, eight years old — watching my mother dance around with her vacuum cleaner,” he told People. “That really for me is like a little touching vibe.”
Molson Coors Beverage Co., the parent company of the renowned beer brand, is placing a bet on the resurgence of the Coors Light Chill Train and the inclusion of a popular celebrity to secure success in the ongoing competition within the beer industry, according to Variety.
This move comes as Anheuser-Busch InBev relinquished its exclusive beer advertising rights for the Super Bowl in 2023, potentially providing an opportunity for its main competitor. Now, brands like Bud Light, Michelob Ultra, and Budweiser, which are Super Bowl mainstays, will face some level of competition from Coors Light for consumer attention.
With LL Cool J leading the charge, Coors Light stated that they aim to bring a new meaning of “chill” to Americans nationwide on a night when fans could use some extra relaxation.
The brand’s 30-second commercial will air during the first half of the Super Bowl when the Kansas City Chiefs and the San Francisco 49ers face off.