Van Damme 'freezes hard' for latest Coors push

Molson Coors brand Coors Light has launched a social media campaign starring the "muscles from Brussels," Jean-Claude Van Damme.

Jean-Claude Van Damme: stars in Coors Light campaign
Jean-Claude Van Damme: stars in Coors Light campaign

As part of its ‘World’s Most Refreshing Beer’ activity, the first in a series of 40-second spots has been posted on YouTube, with a Facebook page, ‘Closest to Cold,’ created to support the push.

The viral activity is ahead of a through-the-line campaign, with media booked by ZenithOptimedia, that includes a nine-week TV run that starts on 1 July.

Van Damme takes a less than serious role in the film, shot in the Rockies, and the first creative work for the account by holder VCCP Blue. It is being seeded by London agency The 7th Chamber.  

Molson Coors appointed VCCP Blue, VCCP’s creative entrepreneurial offering, to handle its £3m advertising account in October last year.