Coors skirts NFL rules with Mahomes flashlight ad

Coors Light has "found an illuminating way to get around NFL rules prohibiting active players from directly endorsing beer" -- by having Chiefs QB Patrick Mahomes "pitch a branded flashlight." The spot, which plugs “The Coors Light,” begins by showing Mahomes "grabbing the flashlight from the refrigerator," and goes on to include "several more not-so-subtle beer references." But the beer itself "never appears in the ad." NFL rules "prohibit active NFL players from making direct product endorsements of beer brands." Coors Light is "selling the flashlight at a special website for $15 starting today through July 15." Proceeds "go to Mahomes’ charitable foundation," 15 and the Mahomies (ADAGE.com, 7/13).