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Molson Canadian Says "It's Complicated" Being a Hockey Fan in Canada...but Choosing a Canadian Beer Isn't

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The beer brand's new campaign from Rethink Canada comes to life through three TV spots shining light on quintessentially Canadian 'complexities' faced by hockey fans coast-to-coast

Molson Canadian Says "It's Complicated" Being a Hockey Fan in Canada...but Choosing a Canadian Beer Isn't
In time for Wednesday's puck drop and marking the start of the newly named North Division, Molson Canadian launches a new ad campaign shining light on the quintessentially Canadian 'complexities' faced by hockey fans coast-to-coast.

The new campaign comes to life through three new hockey-led TV spots, two for Molson Canadian (airing nationally, outside of Quebec) and one for Molson Export in English and French (airing in Quebec). 

The Molson Canadian spots, titled “It’s Complicated”, reveal the quirky realities of being a hockey fan in Canada – while it can be complicated, choosing a Canadian beer isn’t.

“Maybe your province doesn’t have a team. Maybe you married into a Bruins family. Maybe you love the game but you’re throwing in the towel on ever, ever understanding icing,” explained Joy Ghosh, senior director, Molson Family of Brands. “No one gets icing anyway. All of this is wonderfully complicated. But what’s not at all complicated is repping Canada’s game with a Canadian beer.”

“The North Division has literally upped the ante on hockey’s Canadian-ness,” added Joy. “It’s never been called Hockey Night in America, but our game has never felt so ours. That’s worth raising a Canadian to.”

Molson Canadian is an Official Beer of the NHL, and the Official Beer of the Toronto Maple Leafs, Ottawa Senators and Edmonton Oilers. 

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Client: Molson Canadian

Title: It’s Complicated & It’s Complicated Pt. 2

Senior Brand Director: Joy Ghosh

Senior Marketing Manager: Katie Rankin

Senior Manager of Sports and Entertainment Partnerships: Brian Collins

Brand PR Manager: Jessica Vieira Teixeira

Assistant Manager of Partnerships: Brittany Harris


Agency: Rethink Canada

CCO: Aaron Starkman

Creative Director: Dhaval Bhatt

Art Director: Shawn James

Writer: Irfan Khan

Strategist: Nicole Rajesky

Broadcast Producer (In-House): Shelby Spigelman

Group Account Director: Karim Tubbeh

Account Manager: Megan Christopher


Production Company: Skin & Bones

Director: Taso Alexander

Editor: Chris Murphy

Director of Photography: Barry Parrell

Line Producer: Luke Bryant

Casting Director: Shasta Lutz

Post production

Post Production House: Outsider Editorial

Online: Wingman

Grading: Alter Ego

Music and Sound

Audio House: Vapor Music

Audio Director: Ted Rosnick

Audio Engineer: Ryan Chalmers


Media Company: Wavemaker


PR Agency: Citizen

Genres: Comedy, People

Categories: Beers, Alcoholic Beverages

Rethink, Fri, 15 Jan 2021 17:14:29 GMT