During a baseball game between the LA Angels and NY Mets, Shohei Ohtani hit a foul ball at Citi Field that smashed a Coors Light digital billboard. The result? A glitched ad with a black square floating above the can.
Instead of fixing it… they owned it. Coors Light didn’t just repair the screen, they turned the glitch into a campaign.
They embraced the “broken” look, re-branded it as “Lights Out” and ran with it.
What they did:
- Dropped limited-edition “Lights Out” cans
- Ran intentionally glitched ads at Angel Stadium
- Turned a billboard mishap into a major marketing moment
The lesson for marketers? React fast, lean in & get creative. A small accident became a standout brand win, all because Coors Light let the broken ad tell a story. Would you do the same?
