Thumbs Down

The FOX television show American Idol.

to Coors Brewing Company for advertising Coors Light on April 15 during FOX network’s American Idol—the #1 show among American youth ages 12–17, 9–14, and 2–11.* The 30-second commercial shows Peter Coors (CEO of Coors Brewing Company) standing in the snowy Colorado Rockies while conversing with a young man who is sunbathing on a tropical beach. The bland exchange about keeping Coors beer “Rocky Mountain cold” may be funny to Peter Coors, but placing this ad where it reaches millions of underage youth isn’t funny to us.

* Media Life Magazine , April 2004
* Demographic data was collected in overlapping age groups.