Beyond the unimaginative dialogue and choppy editing one is left wondering: Why is a beer company using a PG-13 movie based on a popular comic book to promote its beer? And hasn’t Coors made this mistake before? The advertisement features clips from the upcoming movie. They then are shown in a movie theater watching The Wolverine (2013) and are inspired to improve the can by adding an “adamantium claw defense system”-a reference to the Wolverine’s special powers. A new Coors Brewing Company television advertisement called “Mutant Can” shows two scientists in a lab trying to find a way to improve the design of the Coors Light beer can.
