A series of popular Coors commercials that ran for several years, until about 2006, opened with a shot of the Rocky Mountains and the text, “Somewhere near Golden, Colorado.” The ads featured Pete Coors  grandson of the brewery founder Adolph Coors and currently chairman of Molson Coors Brewing Company  standing in the snowy Rockies and commenting that what makes Coors unique is that it is made from that snow, after it melts and flows in streams toward its brewery.

A new commercial, by Cultivator Advertising and Design in Denver, for Breckenridge Brewery, a brewpub and bottler also in the Rockies, will look familiar to Coloradans, since it opens with snowcapped mountains and the text, “Somewhere near Breckenridge, Colorado.” But after this spokesman  the head brewer Bob Harrington, pitching the brewery’s Lucky U India pale ale  says the beer is brewed with “real Colorado water,” he points to a nearby stream and adds, “Well, not this water  do you know what bears do in here?”

Contrary to what viewers might infer, Todd Usry, brewery director at Breckenridge, said they are not suggesting Coors tastes like what bears do in there. Rather, the ad is spoofing the implication that Coors is rustically drawing water from streams when it is, of course, using water that has been thoroughly treated and purified for human consumption.

“We didn’t want to rub anyone the wrong way,” Mr. Usry said.

The 30-second spot was produced by Fox 31 KDVR in Denver, where it will run exclusively through Feb. 12. Mr. Usry declined to say how much the campaign will cost, but said the brewery was paying a deeply discounted rate because it was co-sponsoring a home-brewing contest with the station. (To celebrate its 20th anniversary, Breckenridge will produce and bottle a batch of the winning recipe.) The brewery’s total yearly advertising expenditure is about $70,000, Mr. Usry said.