Coors Light has launched an exciting new integrated campaign featuring brand ambassador, Jean Claude Van Damme.
The all new ‘Ice Bar’ campaign is the latest chapter in JCVD’s on-going quest to get as close as possible to the ice-cold refreshment of a Coors Light. This time he’s gone one step further – he’s built his very own ice bar high in the Rocky Mountains.
The new TV ad opens with pounding 80s music, whereby the audience is treated to an epic action movie-style montage of clips of JCVD as he goes about building his ice bar in the Rocky Mountains. With his bare hands and feet we see him at work, going back to his roots, pulling an ice sledge up the mountain face with just his mullet and karate-chopping solid blocks of ice.