A fantasy juicing factory provides the backdrop for the ad, which shows Reef fruit being squeezed between men and women's bodies.
Coors says the new creative communicates Reef's high fruit content and the fact that Reef drinkers enjoy juicy nights'.
The Fruit Machine' commercial will be shown on national TV from Friday.
Chris Edger, sales MD for the off-trade at Coors Brewers, said: "This ad highlights the unique juicy taste of Reef in a memorable and groundbreaking way.
"It is part of our heavyweight marketing investment in Reef, which includes advertising on national TV every week in 2003."