Coors Light is using the animal metaphor for sluggishness as a follow up to its “Case of the Mondays” campaign.

The brewer’s upcoming Super Bowl spot features a sloth having a rough day at the office, until the big reveal of Mondays Light, an LTO pack of Coors Light.

“The Monday after the Big Game, it’s easy to feel like a sloth – they perfectly capture that ‘Case of the Mondays’ feeling,” says Leslie Malcolm, Canada’s VP of marketing for Molson Coors Beverage Company.

Molson Coors’ January effort, “Case of the Mondays,” swapped out “refreshment” for “refershment (sic)” in OOH, and reminded viewers that it’s easy to make mistakes and tough to get a jump start on the week after a relaxing weekend.

“For weeks, we’ve been bringing this idea of ‘Case of the Mondays’ to life for fans across the country, all leading up to the big reveal,” Malcolm says.

According to Kevin Mulroy, partner and ECD at agency partner Mischief, marketers always think they have to step up for the Big Game because it’s the Super Bowl, but every piece of marketing should have the same care and creative input.

“Coors Light and Mischief treated this no differently than anything we would do. It meant we could think outside of the game, and create something that gets people talking weeks before.”

In the weeks leading up to Super Bowl LIX, Coors Light has gone all in on having a “Case of the Mondays,” whether it’s botched billboards, limited-edition Mondays Light packaging or even an original song by Canadian DJ duo Case of the Mondays.

Coors Light is rolling out the campaign to North America, and the Canadian sloth-filled spot will air on the CTV, TSN and RDS broadcasts Sunday.

Spark/Publicis Connect handled the media buy. The campaign includes supported transit wrap takeovers in Toronto, Vancouver, and Calgary to ladder back to the morning office commute.

In addition to public transit, Molson Coors is doing a surprise a journey takeover to be revealed later.

There is added support for Coors Light across NFL streaming partners to further build Coors Light awareness with NFL fans prior to The Big Game.

The idea is in part informed by Talker Research of about 1,600 Canadians, split into English and French, which revealed that “Mondays are the worst.” (87%).