MOLSON GOES MILES IN NEW AD
By Adnews Staff
Montreal-based Molson released its latest "I Am Canadian" television commercial in English Canada yesterday. The 30-second spot, called "Myles," uses the song "I'm Gonna Be (500 Miles)" by the Proclaimers. In it, a man arrives a friend's apartment. Finding only an empty Molson Canadian case in the refrigerator, he sets off to buy more. He travels across a mountain stream and up a snowy peak. After making it to his destination and beginning the trip back, he is forced to repeat the journey after he stumbles and smashes the case of beer. The spot was created by Bensimon Byrne D'Arcy of Toronto, the agency behind the "I Am Canadian" campaign. The ad will run for four weeks in Canada this month. It will run in the U.S. in November. Molson will also begin a new online game in November at <http://www.iam.ca> called "The Molson Mile". In it, players try to get to a beer store and return home while avoiding obstacles. Each level represents a brand of Molson Canadian: Canadian Light, Canadian Lager and Canadian Ice. A random draw from among the 100 highest-scoring players will be held for a grand prize. The game was created by Splashworks.com of Toronto. Public relations for Molson are handled by Thornley Fallis Communications of Toronto.