Ten years after retiring its “I Am Canadian” tagline, Molson has brought the tagline in a 90 second video entitled The Beer Fridge. In the video, we see Refrigerators full of Molson being placed in locales all over the world including Northern France, Brussels, London, Canterbury, Cassel and Belgium.
But, the refrigerators are locked and can only be opened by inserting a Canadian passport. All manner of Canadian pride ensues. A :30 version of the video ran during game six of the Stanley Cup playoffs Monday night.
The campaign was created by Rethink and video was directed by Jonty Toosey of Partners Film.
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Molson Rejuvenates ‘I Am Canadian’ With Beer Fridge Stunt