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Posts Tagged ‘Joel Holtby’

Rethink Uses Bromancevertising to Sell Sh***y Canadian Beer

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

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Molson Resurrects ‘I Am Canadian’ Slogan via Traveling Beer Fridge

 

Let’s begin yet another hot, muggy day in NYC with an item related to something that’s pretty much always refreshing, especially during this time of year: beer. A decade after moving on from its “I Am Canadian” slogan, Molson has decided to reinstill some native pride, bringing back the mantra via a traveling beer fridge that can only be opened by, what else, a Canadian passport. In its effort to keep it real and spread the word throughout the globe, Molson’s fridge (by the way, nice touch on the bottles), which was concocted by Canadian agency Rethink, has made its way from London to the White Cliffs of Dover to Brussels. While we’re reminded to renew our own U.S. passport, check out the beer fridge spot above and a making of clip along with credits after the jump.

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