MOLSON KNOWS THERE'S "NO DOOT ABOOT IT"
By Adnews Staff
Molson Canada launched the latest advertisement in its "I AM" campaign yesterday with the debut of "No Doot Aboot It." The spot is designed to look at the misconceptions of others about what it means to be Canadian building on reality as a creative source. Glen Hunt, creative director at Molson's agency-of-record Bensimon Byrne D'Arcy, wrote the spot based on a situation he experienced with a colleague a few years ago in New York. "No Doot Aboot It" features a Canadian who puts a jokester in his place with a "jerseying." "Jerseying" is known in hockey circles as a move when one hockey player pulls the jersey of another over his head. In the spot, the Canadian is seen pulling the jokester's suit jacket over his head. A follow-up spot is also running showing the Canadian taking his jokester colleague out for a beer. Public relations for Molson is handled by Thornley Fallis Communications of Toronto.