Coors Light asks, "What would we be without our mountains?" Without the obstacles in our way to scare and inspire us, we wouldn't have the inspiration to work harder and push further. Coors claims its mountain is creating the best beer possible. They cold lager, filter and package their beer for a product they are proud to put their name on. In black and white shots, people work harder to "climb on" to reach the summits of their personal mountains: A woman does a complicated yoga move; a man bucks on a bronco; someone competes in an obstacle race; and groups climb a rock face and summit a mountain above the clouds.