Ohtani Breaks a Billboard and Coors Light Breaks the Internet

Some brand moments are bought. Others are earned. And once in a while, they’re smashed into existence by a 95 mph foul ball.

In a now-legendary moment, Shohei Ohtani—baseball’s two-way phenom—launched a foul ball into the outfield LED signage at Citi Field. The ball struck a Coors Light ad dead-center, obliterating the part of the screen showing the beer can. A few burnt pixels. A single swing. That should’ve been the end of it.

But that’s where things got interesting.

Within days, Coors Light turned the mishap into marketing gold. They didn’t just acknowledge the accident—they immortalized it. The brand released limited-edition Coors Light cans with a small black square in the same spot where Ohtani’s ball had hit. Their caption? “New can design just dropped.”

From damaged pixels to sold-out merchandise, what could’ve been ignored became a masterclass in reactive branding. Coors wrapped the campaign in their signature laid-back voice, making it feel like it was always part of the plan. Billboards, ballpark screens, social media—all started showcasing that iconic black square. They even auctioned off the broken piece of the LED board, and fans treated it like memorabilia. Because, in a way, it was.

The best part? No official endorsement. No commercial deal with Ohtani. Yet the commemorative cans sold out in the U.S., and for the first time, Coors Light began flying off the shelves in Japan. Just a perfectly timed swing and a brand team smart enough to see a story worth telling.

At JC Designs, this moment reminded us that the best design isn’t always about perfection—it’s about adaptation and response. It’s about seeing the story in the moment and running with it, burnt pixels and all.

Because sometimes, branding isn’t what you plan for. It’s what you do when the unexpected hits you right in the logo.