JCVD returns for Coors Light campaign

Jean Claude Van Damme returns to The Rockies for Coors Light's new campaign.

VCCP created the ad called "ice bar", which was released online today and will air on TV and in cinemas on Friday 22 August.

The spot opens with brand ambassador Van Damme once again in the Rocky Mountains, dressed all in denim and sporting a mullet.

The former action hero then builds an ice bar with his bare hands as a means of promoting Coors Light’s experiential campaign, which involves real ice bars in London and Manchester hosting gigs with British band Rudimental.

The ad was written by Jermaine Hillman, art directed by Paul Kocur, and directed by Daniel Kleinman through Rattling Stick. ZenithOptimedia handled the media. Life Experience arranged the experiential campaign.

Ali Pickering, the brand director Molson Coors, said: "Born high in the Rocky Mountains, Coors Light believes in making the most out of life.

"This new integrated campaign and strategic partnership with Brit-award winning band, Rudimental showcases this belief, resonating strongly with our target consumers."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published