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MOLSON RELEASES HOCKEY LOCKOUT AD

Molson, in the name of its product Canadian, has released a new 30-second television commercial called "Hockey, Please Come Back." The ad shows a series of depressed hockey fans sitting near blank TV screens singing the song "Do You Really Want to Hurt Me." Molson has also set up a toll-free number which hockey fans can call for encouragement during the NHL lockout. The initiative also includes on-premise advertising and coasters displaying copy such as "Yesterday a Urinal Puck Brought a Tear to My Eye" and "Why Don't You Take Away Our Chicken Wings Too." "Molson Canadian has always supported hockey, both as a sport and a cultural pillar in Canada," said Rob Assimakopoulos, vice-president of marketing for Molson Canadian. "As a supporter of the game we felt it was important to give the fan a voice and inject a little humour at the same time." Advertising for Molson Canadian is produced by Zig of Toronto.

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