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In a promo video, Vitale, the \"ambassador of chill,\" hushes a fan who is getting overly excited about a game. Vitale then tends to the other bar patrons, several of whom seem upset at their teams losing, handing each of them a Coors-icle.

\"Here, this should help,\" he says to one disappointed fan.

\"Coors Light's new Coors-icles can help anyone stay chill when the game gets heated,\" the company wrote in the video's YouTube caption. \"Yes, even people who have spent 40 years being extremely un-chill when the games get heated.\"

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