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Have we seen this Molson Dry spot before?Cossette's "Run" spot for Molson Dry is cinematic and memorable, but that doesn't necessarily make it a great commercial. It mixes ideas from Apple's epic "1984" (athletic chick smashing the image of Big Brother on a video screen) and American Gladiators (the rolling orb) with cliched Nike-style go-go enthusiasm and the visual elan of every big-budget sci-fi flick of the past 20 years. Actually, the ad looks spectacular, and I could forgive the borrowing if the payoff met my expectations. (I try to steal every other word in my AdFreak posts from David Sedaris. Even my first name—that's his!) Unfortunately, Molson's ultimate on-screen message is: "Become a party legend." It's a big anti-climax and doesn't motivate me, though I suppose for those who chug the suds every Saturday night, that call to action will suffice. Via Ads of the World (because everybody borrows). |
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November 17, 2008 in Alcohol, Cossette, Gianatasio, Molson | Permalink |
Comments
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Association of Party Pros? WTF?
And wouldn't it be nice if all athletes actually were that hot.
Yea, I like the spot but, as you say, the ending is anti-climactic.
Posted by: Steve Hall | Nov 17, 2008 10:13:56 AM
This spot was inspired by Fuerza Bruta, a cool multi-media type show running in Union Square New Yor. They have a segment with a guy running on a treadmill, avoiding people, crashing through walls, etc.
Posted by: Josh | Nov 17, 2008 10:50:22 AM
i loved that spot and i loved their reference. I don't think it's the same, anyway we have seen spot with infinite threadmill before.
Posted by: nina | Nov 21, 2008 12:38:25 AM
i've seen that spot on an other website and they explained yhe association of party pro, i think it's a clever idea.
from
http://www.advertolog.com/paedia/reels/2008/11/11/514267/
Molson Dry is a local beer brewed in Montreal, Canada. Montreal is well
known throughout North America as a wild, party city and people from Quebec
have a reputation of being party animals.
Based on this insight, and the fact that Quebecers love having this
reputation, we positioned Molson Dry as the ultimate party beer by creating
the Association of Party Pros. The APP exists to make partying into a
professional sport and offer those athletes with passion, stamina and
natural talent, the recognition they deserve.
Some time after the launch of the APP, we announced that the association had
signed a deal with a sponsor and that Molson Dry would now be the Official
Beer of the APP. With the sponsorship money, the sport of partying could now
compete in the same leagues as other professional sporting bodies.
With such natural, home-grown talent, as in any professional sport, we are
currently creating an APP team to represent Quebec in international matches.
APP Scouts are selecting the 18 party pros from all Molson Dry APP Circuit
parties to represent their province at their favourite sport. The first
international fixture of APP TEAM QUEBEC will be in Prague, March 2009.
With partying firmly established as a professional sport and with Molson Dry
as the official beer of the APP, it’s only a matter of time before the
reputation of Quebec and it's party pros goes from national to
international.
Link: http://www.produparty.com
Posted by: jacob | Nov 21, 2008 12:43:23 AM
