Edgy humour: that’s when you’re not quite sure if it’s tongue-in-cheek or unwittingly cheesy…unless, that is, you’ve watched and wondered the same about the previous year’s campaign.
So, Jean-Claude Van Damme has left his big trucks in the desert and returned to his 80s time warp in snow-covered mountains to make another statement about the refreshment of Coors Light.
He has managed to grow back his mullet at superhuman speed. And must have stored a set of ripped denim somewhere in the snow. Hasn’t lost his flair for hyperbole either: becoming a one man dog sled team using his ponytail as a towing rope is only the beginning of his OTT physical feats.
The 60 second spot was:
Written by Jermaine Hillman
Art directed by Paul Kocus
Directed by Daniel Kleinman
Through Rattling Stick.
With post production by Framestore
It’s only running on TV in the UK for now.
What can you say about an ad this silly? It stands out in the crowd, tick. It’s memorable, tick. It hits its target audience, tick. It communicates its product attributes, tick. In an engaging and creative way, tick?
And, it’s really hard to be great if you’re a beer ad. Nothing will ever come close to Carlton Draught’s Big Ad.
