MOLSON CANADIAN RANT RETURNS
By Adnews Staff
Montreal-based Molson began re-airing its Molson Canadian "Rant" commercial yesterday. Sixty- and 30-second versions of the spot were created by Bensimon Byrne D'Arcy of Toronto two years ago. The ad was the first in the brand's reworked "I Am Canadian" campaign, first used in 1994. The ad depicts a character called "Joe Canadian" on a stage speaking about what it means to be Canadian while images appear behind him. A 45-second version of the ad will run nationally during the two weeks leading up to Canada Day, July 1. Various online initiatives, created by Toronto-based interactive agency Ninedots, will support the ad. Beginning tomorrow visitors to the <http://www.iam.ca> Web site can watch an online recreation of the rant and read information on how to produce their own version. An online photo gallery called Molson Canadian Exposures has also been created. It will present "Rant" video submissions and images of Canadian tattoos. Public relations for Molson are handled by Thornley Fallis Communications of Toronto.