MOLSON BEAMS WITH PRIDE FOR CANADIAN BRAND
By Adnews Staff
A new commercial for Toronto-based Molson Canada's Canadian brand marks the return of the brand's rejuvenated "I Am" campaign, originally introduced in 1994. The spot, from Toronto-based Bensimon Byrne D'Arcy, breaks March 27 following a two-week run in Cineplex Odeon Cinemas. "The Rant", which will run throughout English Canada, features an average Canadian male on a stage discussing who he is and what is Canadian, while behind him scenes of Canadian fact and fiction are seen flashing. The man ends his speech by saying "My name is Joe and I am Canadian." The new spot is designed to appeal to young adults' sense of pride and is the first step in a new campaign for the brand that will include a new Web site, point-of-sale materials and additional creative.