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Coors Light and Ridley Scott’s Prometheus: Parasites Know No Rules

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They say in space, no one can hear you scream.  But I’m in New Jersey and I’m screaming about this LAME MOVIE TIE-IN!!! 

It appears that Ridley Scott’s Alien prequel wandered into the lair of Coors Light, which mercilessly attached itself to the movie’s face and inserted its egg laying tube down poor Prometheus’s throat.  How else can one explain the odd pairing of these two very different creatures?  The only answer is predatory face rape.

Oh, wait. Money.  it might be money.

[google, google, google…a-ha!]

Money it is.  It turns out that Coors has ponied up around $10,000,000 in ad buys for the opportunity to tie its watery self to this buzzworthy summer film.  The draw for the beer maker is that Prometheus is a big summer movie with an R rating, just the kind of host Coors Light has been curled up in its little egg dreaming about.

R rated movies have become more rare in recent years, as a PG-13 rating opens a film up to a larger audience and a greater box office draw.  Because a large part of a PG-13 film’s audience is underage, Coors couldn’t risk the backlash of peddling their wares with such films.  On the flip side, films with an R rating draw smaller audiences and therefore aren’t worth the Silver Bullet’s time.  Prometheus threads the macrobeer marketing needle by being a huge summer movie AND having an R rating.

But just because they can, doesn’t mean they should. This pairing makes no sense.  Watch the commercial below and you’ll see what I mean.  There’s no logical connection between Coors and this Sci-fi screamer, just a spinning can and shots of space.  It’s like Smith & Wesson doing a product tie in with The Wiggles.  WTF?

Thankfully, Coors Light doesn’t appear in the film, which I suspect is because even Ridley Scott knows Coors will be long gone by 2093, the year in which the film is set.  Sam Adams might still be around, but I doubt they’ll be selling their beers in cans by then…  😦

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Categories: Beer, Lifestyle, News

Author:Jim

Craft beer nerd, frequent beer blogger and occasional home brewer.

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15 Comments on “Coors Light and Ridley Scott’s Prometheus: Parasites Know No Rules”

  1. June 5, 2012 at 2:17 pm #

    I scratched my head at that ad when I saw it. It doesn’t bother me as much as James Bond switching from his usual to Heineken.

    • June 5, 2012 at 2:26 pm #

      I agree with the Bond assessment, because they’re messing with pop-culture tradition there. This is mostly a head scratcher as you said Bill. I guess we’re lucky that the ship isn’t the S.S. Silver Bullet.

  2. June 5, 2012 at 2:18 pm #

    Meh

    • June 5, 2012 at 2:26 pm #

      Insightful as always Zac. Thanks for stirring the pot. 😉

      • June 6, 2012 at 1:51 pm #

        Any time.

  3. Brendan
    June 5, 2012 at 3:05 pm #

    I’d rather an alien pop out of me than a Coors Light pop into me.

    • June 5, 2012 at 3:10 pm #

      As a beer geek, I’d like to agree, but as a man with an intact digestive system, I’m gonna vote the other way.

  4. Jeff
    June 5, 2012 at 4:35 pm #

    When I was still an idiot…Coors Light was my beer…..I’m not an idiot anymore.

    This is just gross.

    • June 5, 2012 at 4:52 pm #

      Well, at least about beer. 🙂

      • Jeff
        June 5, 2012 at 5:07 pm #

        True enough.

  5. June 5, 2012 at 6:55 pm #

    Well silly you! The connection is obvious. We thirst for knowledge, answers and power so its obvious that if we drink Coors Lite we’ll quench that thirst. (I am confused as to why we’re not also thirsting for half-naked specimens of the appropriate gender though.)

    • June 5, 2012 at 11:42 pm #

      Why stop at half? Especially if you’re really thirsty?

      What’s the tag line again? In space no one can hear you slurp?

  6. June 6, 2012 at 7:41 am #

    I drank Extra Gold in college, so, in the words of Stuart Smalley, when you point a finger at others, there are 3 fingers pointing back at you and a thumb pointing at God.

    Coors has the label that tells you when it is cold enough that you don’t have to taste the beer, and as Ricardo Mantalban noted, it is very cold in space. Maybe that’s the marketing trick here?

    I’d still rather have the alien than Coors Slight.

  7. Johnny
    June 6, 2012 at 10:26 am #

    Damn, so that ad isn’t actually a joke then? D:

  8. Newsitian
    June 10, 2012 at 6:19 am #

    Women are often encouraged to drink beer by their doctors for first one ailment then another. When asked by one of these previously non-beer drinkers what can they get down their throats and keep it there, I always recommend Coors Light. Get it super cold or even drink it over ice and it is the closest you can get to drinking water.

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