True art is born when creativity meets adversity. Limitations create a need in our brain to find a solution, and the wacky ideas we come up with are what make the world go round. That’s why we find a special appreciation for Coors Light and their determination to work with football star Patrick Mahomes, who is legally not allowed to promote their product. What is a beer company to do if they are not allowed to have an athlete advocate for their product? The solution is both quite creative and hilariously simple.

Coors Light Bear is a beautiful mammal who’s fun on the golf course, refreshing on the beach, and a great addition to any football watch party. Wait a minute, are we sure this is a bear we are talking about?

Coors Light Bear is in no way related to Coors Light Beer, because that would be a no-no for Mr. Mahomes. This is simply a man and his bear friend enjoying a day together. There’s absolutely no relation to that cooler sitting there, or the mentions of cool refreshment. None at all.

This ad makes a humorous jab at the developing limitation for NFL players and demonstrates that marketers will always find a way to connect with their audience, even if they need to promote a bear instead of beer.