MOLSON'S "THE RANT" FOLLOWED BY "STEREOTYPES"
By Adnews Staff
Montreal-based Molson is following up its popular " The Rant" television commercial with the launch of two new 30-second spots and 5-second Canada Day greetings. "The Rant," part of Molson's "I AM" advertising campaign, launched late March and introduced "Joe" to Canadians across the country. One of the new 30-second spots is called "Stereotypes" and is designed to build on the success of "The Rant." Four people are featured, mocking stereotypical Canadian characteristics while rock music plays and images of hockey player's bodychecking each other and rowdy concert-goers flash throughout the spot. The flashes are used to depict the true Canadian identity and dispel myths such as Canadians are "too polite." As the Canada Day holiday approaches, Molson will also begin running five-second spots featuring Canada Day greetings from each character featured in "Stereotypes" as well as ranting "Joe." Hitting the airwaves at the same time, is a spot called "Leaves," in which an image of a red maple leaf is seen floating down a clear stream, accompanied with a voice-over promoting Molson Canadian. The new spots begin airing June 19 in English Canada. Advertising for Molson Canadian is handled by Bensimon Byrne D'Arcy of Toronto.