Rethink takes bromancevertising to the next level with their follow up to “The Beer Fridge” for Molson, the second most viewed commercial online in Canada in 2013.
“The Beer Fridge – Project Indonesia” is a 2:45 ode to Canada, hockey, beer, and, above all, bromance. Two friends decide to surprise a third friend who moved to the Gili Islands in Indonesia years ago. That there are no motorized vehicles in the Gili Islands makes the trek a bit of a challenge. The friends come packed with a satellite so their buddy can watch Team Canada in the 2014 Olympic Games and a red fridge full of Molson (which was obviously not easy to transport). When the three friends finally reunite, it’s actually quite a touching moment. This is probably the most bromantic ad you’ll see this year, and a refreshing angle from Rethink.
Molson released the Internet spot today, with a full-length TV version slated for the Canadian World Junior Hockey Tournament, where it will essentially take up entire commercial breaks. Clearly, Molson believes in this spot. Additionally, a 30 second version of the ad is set to debut on December 26th. Credits after the jump. Read more