Here's Why Coors Isn't Allowed To Air Commercials During The Super Bowl

The Super Bowl isn't just a rivalry of everyone vs Tom Brady. When it comes to beer, this must-watch game has long been a sticking point for beer giants Molson Coors and Anheuser-Busch. The disputes between these companies are extensive (via Food Dive). Coors recently sued Anheuser-Busch over a previous Super Bowl ad that described Budweiser as being free from corn syrup, while throwing shade at Coors' brewing ingredients.

Said Molson Coors, the ad shared a "false and misleading advertising campaign targeting Miller Lite and Coors Light in order to deceive beer consumers." Anheuser-Busch counterclaimed with 84 pages of accusations on recipe stealing against Coors, and it looks like this rivalry will continue far longer than the upcoming big game. With all of this animosity, it's no surprise that when the Budweiser brewers secured the exclusive rights to Super Bowl beer advertisements, Coors and company wasn't invited (via AdWeek).

So while you won't see any in-game ads from Foster's, Blue Moon, or Coors Light (via Molson Coors), you may still expect beer from Shock Top, Bud Light, and Stella Artois (via Anheuser-Busch). Budweiser and the Clydesdales are notably sitting this game out, too (via CNET). 

Although Coors between-game footage itself will be missing, its ad presence will still make an impact in a one-of-a-kind video just in time for the Super Bowl crowd anyway.

Instead of reaching you while you watch the game, Coors plans to visit you in your dreams. This new ad will be shared in the form of audio and a film that will go live on Feb. 7 (via Daily Mail). But how does that work?

Unlike the pricey ads that most viewers will watch while they're awake, Coors plans to share the idea of a frosty cold beverage while you sleep (for sleepers 21 and up, of course). 

Participants in a trial were fitted with EKGs and volunteered to watch a special film before they fell asleep that was created by psychologist and author Dr. Deirdre Barrett. After the experience Barrett reported findings, "We saw the results come to life in the Dream Lab trial run when participants reported similar dream experiences including refreshing streams, mountains, waterfalls, and even Coors itself." This audio-video-sleep special is part of an experiment of sorts titled the Coors Dream Project. 

And the experiment worked at sharing the Coors "chill" experience. Says Colin Selikow, executive creative director at DDB, the company behind the idea, "It actually worked — it was kind of remarkable. There was a real sense of relief the first time we started interviewing people and saw that it had actually worked," (via AdWeek).

Talk about future tech — we can't wait to see how this new advertising turns out!