Coors Banquet was established in Colorado—an important fact when it comes to understanding why the brand supports the heroic efforts of firefighters and is devoted to raising money for them. According to the brand, 13 states (including Colorado) have recorded their worst wildfires in history.

The lasting effects of these fires on the environment and their local communities directly impacts Coors, so it makes sense that it would do everything in its power to support Wildland Firefighter Foundation and their mission.

What do you think of this ad spot and Coors efforts to support firefighters?