MOLSON BEGINS SEIZE THE DAY CAMPAIGN
By Adnews Staff
Toronto-based Molson has begun a television campaign called "Seize the Day" in support of Molson Canadian. Created by Bensimon Byrne of Toronto, the campaign consists of seven TV ads; one for each day of the week. The ads are intended to communicate that each day has its merits and that any day is a good day to go out and have fun. The ads representing Tuesday, Friday and Saturday broke over the Canada Day weekend. The remaining four will be phased-in over the next several months. Tuesday is depicted as a guy in a sports bar full of buddies. Friday is presented as two women in a nightclub. Saturday is represented by a guy getting ready for a night on the town. Each ad ends with the tagline, "Seize the day." Media planning and buying for the campaign was handled by The Media Edge.