The relatable print campaign comes from Toronto agency Rethink and takes the coveted Ad of the Day title.

Coors Light is saying cheers to parenthood in a new, highly Relatable Print Campaign that is sure to resonate with mothers and fathers around the world.

The ad does a brilliant job of showcasing mundane moments, such as taking your kid to their soccer match or picking up a birthday cake from the store, perfectly capturing the emotions on the parents’ faces.

The photography is by Ale Burset, who has a knack for capturing everyday scenarios in a very split-second, had-to-be-there type of way, almost like you are getting a little insight into other people’s lives.

Through the images, you can feel the emotion of each person and the internal battle of trying to remain calm in any situation that parenthood throws at them.

For the brand, positioning itself as a treat after a day of trying to remain chill is clever and speaks to such a large audience with a shared truth. It’s a refreshing departure from typical beer brand promotions that focus on the nightlife aspect of drinking.