Russell Wilson Audible Leads to Special Coors Light Can

By Jobe Morrison

·Updated: October 30, 2024

An impromptu audible by Pittsburgh Steelers quarterback Russell Wilson has turned into some free advertising for Coors Light. Wilson called an audible against the New York Jets on Sunday Night Football last week, making the call “Coors Light, Coors Light” at the line of scrimmage.

Russell Wilson barking out “Coors Light. Coors Light.” pic.twitter.com/6xcVoURhIa

— Andrew Fillipponi (@ThePoniExpress) October 21, 2024

The Colorado-based beer manufacturer has turned the play call into ad campaign, with a new TV ad and special cans to commemorate the play.

“We know people love Coors Light but it’s not exactly common that you see that love used on the football field in a quarterback’s playbook,” Coors vice president of marketing Marcelo Proenca Pascoa said in a press release. “After hearing that call last week, we knew we had to go on the offense with our own team. Fortunately we have fast, smart partners at Droga5 and Rethink who collaborated together to make the most of the moment and to bring some unexpected chill to Pittsburgh fans near stadium, on TV, and online.”

After the game, Wilson talked about what everyone wanted to know: where did the Coors Light audible come from?

“Yeah, we’ve just got some good code words for plays and different things that we do just to get our guys in certain positions, in certain plays,” Wilson said.

Even Steelers offensive coordinator Arthur Smith got some enjoyment from the code word.

“I joke with him, I might give you a Ron Burgundy moment, depending on what I say and see if he matches,” Smith said. “I was disappointed that Coors didn’t send us any beer, but we’ll keep trying!”

The good news for Steelers fans is they don’t have to wait to get beer. Coors has announced a limited time offer for their Coors Light Coors Light commemorative cans. These commemorative packaged cans are available for $19.33, the same year the Steelers were founded, on a limited basis.

Throughout the years, the Pittsburgh Steelers have had some memorable sound bites during live broadcasts. Who could forget moments such as Mike Mitchell losing his mind in a 2016 game versus the Browns? Maybe even more appropriately, Ben Roethlisberger sounded off his cadence during a 2017 Thursday Night Football contest using the Bud Light catchphrase “Dilly, Dilly!”