VCCP has created a new spot as part of its ongoing Coors Light ‘Closest To Cold’ campaign, which aims to demonstrate the lengths that Jean Claude Van Damme will go to, to reach the ice-cold refreshment of a Coors Light.
The new spot, called ‘Music’, sees Van Damme standing at the top of a snowy mountain in the Rockies, clad in double denim. He has fashioned his own pan pipe style instrument out of five Coors Light bottles, lashed together with leather of course. Blowing across the tops of the bottles he performs a solo instrumental of the 80's pop classic, Take My Breath Away. The music summons his furry friend, a snow wolf, across the mountains. The spot ends with Van Damme saying: “Nothing compares to the ice cold refreshment of a Coors Light”.
Music is currently being supported with a digital seeding strategy and will break on TV on March 1st hitting cinemas soon after on March 15th.
Project name: Coors Light Closest To Cold
Client: Coors Light
Creative agency: VCCP Blue
Creative director: Mark Orbine
Art director: Eddie Fisher
Copywriter: Charlie Hurst
Planner: Sandie Dilger
Agency producer: Vanessa Butcher
Media Agency: Zenith Optimedia
Production company: HsiLondon
Director: Simon Cole
Audio post-production: Grand Central
Executive producer: Jeremy Goold