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Labatt breaks new Alexander Keith's campaign

Labatt Breweries of Canada has begun a new campaign for Alexander Keith's Indian Pale Ale. The national television campaign, created by Downtown Partners of Toronto, broke in Ontario, Vancouver and Atlantic Canada this week. The campaign, called “State Your Case,” consists of three commercials during which consumers must explain to historical brewer Alexander Keith why they need the beer. The first of these, a 30-second ad called “First Date,” is airing on CTV. A modified version of this ad will also begin a cinema run on Feb. 16 in Toronto and Vancouver. “Just as Alexander Keith did in 1820, Keith’s drinkers today continue to hold his beer and the occasions where it is to be enjoyed in high regard,” said Dan Pawych, creative director at Downtown Partners. “The creative premise behind the campaign has beer drinkers stating their cases before the legendary Alexander Keith, who then determines if their occasion warrants his special beer.”

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