Welcome to Coors Mountain. Where fresh isn’t just a temperature... it’s a way of life. And having been born in the Rocky Mountains – the freshest place on Earth, this campaign celebrates the world’s freshest attitudes and perspectives and the people who live by them. The TV, set against a snow covered backdrop of Coors Mountain, sees a man ascend without gloves, snowshoes or even a coat. 

Instead he wears a swimming cap, goggles and trunks and dives into the icy snow. Set to garage track, Fresh by FooR, the spot sees the adventurer pass hikers, skiers, leaping like a salmon before reaching a vista bar by the mountains peak where he enjoys a fresh Coors Light.