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Molson Dry: Run

Advertising Agency: Cossette Montreal, Canada
Account director: Caroline Losson, Gayle Padvaiskas, David Poirier, Mathieu Turcotte
Executive Creative Director: Patrick Beauduin
Creative Director: Jonathan Rouxel
Conception-rédaction: Neil Frisby
Direction artistique: Jonathan Rouxel
Agency Producer: Jeannic Larocque
Account director: Bruno Lemieux
Production Company: La Fabrique d'images
Director: Dalpé
Director of Photography: Christopher Sargeant
Executive Producer: Barry Bittle
Producer: Stéphane Raymond
Editor: Scott Thiesen
Music: Apollo Montreal
Music producer: Jason Ciciola
Sound Design: Sonart Montreal
Mixer: Yan Dal Santo
VFX Company: Fake Studio Montreal

20 comments

Guest commenter's picture
Guest commenter

Someone was at the Saatchi Saatchi New Directors Showcase at Cannes this year...

http://www.canneslions.com/saatchinewdirectors/

Guest commenter's picture
Guest commenter

Correct me if I'm wrong, but this is looking a lot like Fuerza Bruta, a show I saw in NY.
Copycat ?

Guest commenter's picture
Guest commenter

I have the same feeling.

Guest commenter's picture
Guest commenter

wait a minute. When it's the Saatchi Saatchi New Directors Showcase at Cannes that take their inspiration from a theater show made by the collective fuerza bruta, it is cool, but when an ad does the same thing it is suddently a copy ?

I've seen both and for me the saachi is a direct copy and the ad is probably inspired by that show but doesn't look at all like a copy to me.

have a look for yourself:

http://www.youtube.com/watch?v=mMN9_hjnCb8

www.fuerzabrutanyc.com

http://www.youtube.com/watch?v=UxVoW52DuGA

Guest commenter's picture
Guest commenter

Correct me if I'm wrong, but Fuerza Bruta was invited by Saatchi & Saatchi for their presentation. So we can't talk about any kind of copy. It's an invitation.

But that Molson Dry shit seems like a copy/paste of the FB show -treadmill, walking through screens (instead of boxes). It looks like someone is missing imagination or revamping other's idea.

But anyway, this ad left me with a WTF on my mind. What's that party legend thing, and what's the point with the sponsor ? There something I really don't get.

Beautiful execution. Poor imagination (mostly recycled stuff) and zero in comprehension.

Don't think we'll see this piece in Cannes !

corinabratu's picture
corinabratu

that's exactly what I was thinking.
but for those not present in this year's Cannes and seeing this for the 1st time, it's quite good

Jumo's picture
Jumo
592 pencils

Good… but for a beer ???

---
Jumo,
Art Director FP7 Morocco

Guest commenter's picture
Guest commenter

I absolutely don't get it. What's the point with that sponsorship thing ? Is she a well known athlete down in Canada ?
My first impression was: WDF ???

There is something I really don't get here.

I also felt a lot of "me too" in that spot, having seen the Saatchi show in Cannes.

Guest commenter's picture
Guest commenter

well, at least the girl works. :) she could sell anything for me.

bill_boonie's picture
bill_boonie
115 pencils

Ya I agree, it's nicley executed but then you get to the end and you're like WTF does that have to do with beer?!

Crisp One's picture
Crisp One
2007 pencils

agreed

silvio maning's picture
silvio maning

i'v seen that ad before, they have created a league of partying. The Association of party pros really exist. I think it's clever.

on http://www.coloribus.com/paedia/reels/2008/11/11/514267/

this was on this site:

Molson Dry is a local beer brewed in Montreal, Canada. Montreal is well
known throughout North America as a wild, party city and people from Quebec
have a reputation of being party animals.

Based on this insight, and the fact that Quebecers love having this
reputation, we positioned Molson Dry as the ultimate party beer by creating
the Association of Party Pros. The APP exists to make partying into a
professional sport and offer those athletes with passion, stamina and
natural talent, the recognition they deserve.

Some time after the launch of the APP, we announced that the association had
signed a deal with a sponsor and that Molson Dry would now be the Official
Beer of the APP. With the sponsorship money, the sport of partying could now
compete in the same leagues as other professional sporting bodies.

With such natural, home-grown talent, as in any professional sport, we are
currently creating an APP team to represent Quebec in international matches.
APP Scouts are selecting the 18 party pros from all Molson Dry APP Circuit
parties to represent their province at their favourite sport. The first
international fixture of APP TEAM QUEBEC will be in Prague, March 2009.

With partying firmly established as a professional sport and with Molson Dry
as the official beer of the APP, it’s only a matter of time before the
reputation of Quebec and it's party pros goes from national to
international.

Link: http://www.produparty.com

frozzzt's picture
frozzzt
62 pencils

hilarius ad.....lol I can't stop laughing about the weird action scenes... xD

What if ...

Guest commenter's picture
Guest commenter

really well done. if it wasn't for beer. because uh, yeah... because i know several party-goers, who drink tons of beer and can run like the woman in this ad, and have toned bodies and a healthy appearance.

This video's picture
This video

Wow, this this rubbish, very $$ looking rubbish.

Guest commenter's picture
Guest commenter

wait a minute. When it's the Saatchi Saatchi New Directors Showcase at Cannes that take their inspiration from a theater show made by the collective fuerza bruta, it is cool, but when an ad does the same thing it is suddently a copy ?

I've seen both and for me the saachi is a direct copy and the ad is probably inspired by that show but doesn't look at all like a copy to me.

have a look for yourself:

http://www.youtube.com/watch?v=mMN9_hjnCb8

www.fuerzabrutanyc.com

http://www.youtube.com/watch?v=UxVoW52DuGA

Guest commenter's picture
Guest commenter

i was also wht the fuck at the end but i found out what all this is about here:

http://theinspirationroom.com/daily/2008/molson-dry-media-under-pressure/

Canadian beer Molson Dry, brewed in Montreal, is presented as the ultimate beer in a campaign centered around The Association of Party Pros. The APP (www.produparty.com) exists to make partying into a professional sport and offer those athletes with passion, stamina and natural talent, the recognition they deserve.

As in any pro sport, when you’re a party pro competing at the highest level, pressure from the media can be one of your toughest opponents. And never more so than when your sport is partying.

Some time after the launch of the APP, it was announced that Molson Dry would be the Official Beer of the APP. With the sponsorship money, the sport of partying could now compete in the same leagues as other professional sporting bodies.

With such natural, home-grown talent, as in any professional sport, Molson is currently creating an APP team to represent Quebec in international matches. APP Scouts are selecting the 18 party pros from all Molson Dry APP Circuit parties to represent their province at their favourite sport. The first international fixture of APP TEAM QUEBEC will be in Prague, March 2009.

Guest commenter's picture
Guest commenter

Thanks to the agency for trying to save the show.

But we still feel it's pretty weak in terms of comprehension.

And I must agree with that deja vu feeling most of you were sharing.

GD.

Guest's picture
Guest

The girl is Bulgarian and the whole commercial was made in Bulgaria

Blair Semenoff's picture
Blair Semenoff
651 pencils

Totally Kool!! Any way a beer company can get involved in parties and water cooler conversations is effective advertising.

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