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Coors Light “The Inspection” 1997

Coors Light “The Inspection” (1997) is a Coors Light commercial directed by Joe Pytka for Foote, Cone & Belding, produced by PYTKA. It won one award: Clio 1997 Bronze — Television/Cinema / Performance.

A drill sergeant's inspection takes an unexpected turn when he discovers a Coors Light, leading to a humorous confrontation with a general.

Video: keith salmon on Vimeo

Shot by shot

  1. A drill sergeant stands in front of a group of recruits in military uniforms, who are standing at attention in a dusty outdoor area.© Coors Light0:00
  2. A bald man with round glasses and a serious expression stands in a line of soldiers in olive green shirts during the day.© Coors Light0:05
  3. A male soldier in a green uniform stands at attention, holding a 6-pack of Coors Light beer, surrounded by other soldiers in a military formation outdoors.© Coors Light0:08
  4. A line of men in military-style uniforms stand at attention, looking straight ahead in an outdoor setting.© Coors Light0:12
  5. A drill sergeant in a uniform and hat holds a 6-pack of Coors Light, yelling at a line of recruits in green shirts, in an outdoor military setting.© Coors Light0:15
  6. A young man in a military uniform smiles as he looks up, with other soldiers blurred behind him, before the scene transitions to a forest with mountains.© Coors Light0:18
  7. A group of young adults, including a man and two women, are seen from the chest up, laughing and splashing in a hot tub, with a Coors Light can visible.© Coors Light0:23
  8. A young man in a green t-shirt looks up with a serious expression, standing outdoors with other men in the background.© Coors Light0:30
  9. A group of men in military-style t-shirts stand in formation outdoors, with one man in the foreground looking directly ahead.© Coors Light0:34
  10. A drill sergeant with a mustache and hat looks surprised while talking to a recruit in an outdoor setting.© Coors Light0:37
  11. A man in a military helmet with two stars on it talks to another man in a military hat, with other soldiers in the background.© Coors Light0:45
  12. A soldier in a helmet and uniform holds a Coors Light six-pack and a single bottle, showing it to a drill sergeant in a hat and uniform, outdoors.© Coors Light0:50

Stills © Coors Light. Made by Foote, Cone & Belding, PYTKA and Joe Pytka.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Military inspection for beer, not contraband, with a general's surprise appearance.

Tagline: “TAP THE ROCKIES”

military humorsurprise revealauthority figure reversalproduct as contrabandabsurd situation

The cut

Length
60 s
Shots
39
Average shot
1.5 s

What creatives use Coors Light “The Inspection” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Coors Light “The Inspection”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A drill sergeant stands in front of a group of recruits in military uniforms, who are standing at attention in a dusty outdoor area.© Coors LightA bald man with round glasses and a serious expression stands in a line of soldiers in olive green shirts during the day.© Coors LightA male soldier in a green uniform stands at attention, holding a 6-pack of Coors Light beer, surrounded by other soldiers in a military formation outdoors.© Coors LightA line of men in military-style uniforms stand at attention, looking straight ahead in an outdoor setting.© Coors Light
    Frames from Coors Light “The Inspection”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Coors Light “The Inspection” in order, with its length, framing and what happens in it.

    A drill sergeant stands in front of a group of recruits in military uniforms, who are standing at attention in a dusty outdoor area.© Coors LightA bald man with round glasses and a serious expression stands in a line of soldiers in olive green shirts during the day.© Coors LightA male soldier in a green uniform stands at attention, holding a 6-pack of Coors Light beer, surrounded by other soldiers in a military formation outdoors.© Coors LightA line of men in military-style uniforms stand at attention, looking straight ahead in an outdoor setting.© Coors LightA drill sergeant in a uniform and hat holds a 6-pack of Coors Light, yelling at a line of recruits in green shirts, in an outdoor military setting.© Coors LightA young man in a military uniform smiles as he looks up, with other soldiers blurred behind him, before the scene transitions to a forest with mountains.© Coors Light
    Length: 60 s · Shots: 39 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a surprise reveal

    Before you present an idea, you need to know who has done it, and how.

    Coors Light “The Inspection” is built on a surprise reveal. Search the library by idea to see every spot that uses it.

    Pernod Ricard “Stir Up - Gasp”© Pernod RicardExpedia “Wisdom & Obi”© ExpediaHORNBACH “1sqm”© HORNBACHAmazon “Unbox a world of music”© Amazon
    Pernod Ricard · Expedia · HORNBACH · Amazon

More commercials by Joe Pytka

More from Foote, Cone & Belding

  • Taco Bell "Big Bell Value Menu" (2005) commercial still© Taco BellTaco Bell “Big Bell Value Menu” 2005Foote, Cone & BeldingEffie Awards Gold 2005
  • Dockers "Stain Defender" (2004) commercial still© DockersDockers “Stain Defender” 2004Foote, Cone & BeldingEffie Awards Gold 2004
  • Hungry-Man "It's Good To Be Full" (2003) commercial still© Hungry-ManHungry-Man “It's Good To Be Full” 2003Foote, Cone & BeldingEffie Awards Gold 2003
  • Life Cereal "Life is Full of Surprises" (2002) commercial still© Life CerealLife Cereal “Life is Full of Surprises” 2002Foote, Cone & BeldingEffie Awards Gold 2002
  • Gatorade "Is It In You" (2000) commercial still© GatoradeGatorade “Is It In You” 2000Foote, Cone & BeldingEffie Awards Gold 2000
  • USPS Priority Mail "What's Your Priority" (1998) commercial still© USPS Priority MailUSPS Priority Mail “What's Your Priority” 1998Foote, Cone & BeldingEffie Awards Gold 1998

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Who directed the Coors Light “The Inspection” commercial?

Joe Pytka directed it, produced by PYTKA, for the agency Foote, Cone & Belding.

Which agency made Coors Light “The Inspection”?

Foote, Cone & Belding created it for Coors Light (1997).

What awards did Coors Light “The Inspection” win?

1 awards, including Clio 1997 Bronze — Television/Cinema / Performance.

What is the tagline of Coors Light “The Inspection”?

“TAP THE ROCKIES”

Sources for the credits and awards

web.archive.org