In what seemed to be the first dystopian shots of the annual Super Bowl ad arms race, Dolly Parton announced last week that she had rewritten her working-class anthem “9 to 5” as “5 to 9” for a Squarespace commercial about, as Variety put it, “office workers getting their entrepreneurial side hustles going after hours.” (Sleeping is out; the gig economy is in!)
To this, Coors said—and I apologize in advance for this—hold my beer.
The next day, the Molson Coors Beverage Company announced an ad they’re calling the “Coors Big Game Dream” that uses something called “Targeted Dream Incubation” to play commercials in your dreams (assuming you get some). Under the consultation of psychologist Dr. Deirdre Barrett, the beer conglomerate designed a combination “stimulus film” and eight-hour soundscape that aims to “shape and compel your subconscious” into dreaming about two signature drinks. “COORS LIGHT AND COORS SELTZER ARE CREATING THE FIRST BIG GAME AD,” the press release yelled, “THAT RUNS IN YOUR DREAMS.”
Originally published at https://www.thedailybeast.com/coors-bizarre-super-bowl-plot-to-invade-peoples-dreams?source=articles&via=rss on .