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Jean Claude Van Damme Busts a Move in VCCP's New Coors Spot



JCVD invites viewers to 'Do the Damme' in latest campaign

Jean Claude Van Damme Busts a Move in VCCP's New Coors Spot

When Jean Claude Van Damme took distressed denim to the dancefloor last year, a legend was born. This time round, it’s your turn to bust a move.

In the latest social activation campaign from Coors Light and VCCP, we see JCVD ‘Do the Damme’ and practice some kick-ass dance moves back in the beloved Ice Bar we watched him craft last year.

The campaign, which will run across social channels including YouTube, Facebook and Twitter, encourages Coors Light fans to challenge their friends to emulate JCVD’s moves and even throw some shapes of their own. And the grand prize is pretty Damme good: the chance of winning a tutorial guide signed by the man himself. If you’re rhythmically challenged, not to worry – Coors Light are also asking fans to submit potential names for JCVD’s iconic moves!

Alongside this, Coors Light have also relaunched their UK website

Dynamically displayed video, image gallery and blog formats form the basis of the new site, all of which are easily refreshed and updated. It also features a breadth of new, exciting content specifically tailored towards the brand’s 18-34 year old target market.

This is the third socially driven campaign from Coors Light, following the successes of Damme Cold Stories and the Coors Light List last year.


Agency / Creative
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Genres: Comedy

Categories: Alcoholic Beverages, Beers

VCCP, Thu, 14 May 2015 12:07:25 GMT