Ladies and gentlemen, please allow BPM to make your day by sharing with you the latest Jean-Claude Van Damme beer ad:
Van Damme first entered the viral video scene last year doing the splits between two Volvo trucks.
Now the Generation X icon has graduated into carving an entire ice bar by hand—and feet, and ponytail. And when we say “ice bar,” we’re not talking about a single bar top. In the commercial, Van Damme creates an ENTIRE lodge.
With cheesy ‘80s montage music playing in the background, Van Damme is seen carving everything from flowers to a taxidermy buffalo head out of ice with ninja-like precision. The martial artist becomes a one-man dog team using his ponytail as a towing rope to drag a sled of ice blocks he then chisels with high kicks. It should also be mentioned that all of this is accomplished in freezing temperatures with Van Damme wearing no more than a pair of jeans and sleeveless denim shirt. It’s a grueling undertaking, but if you’re really looking for a cold beer, sometimes you just gotta take to the mountains and carve the bar yourself.
Within the ad’s call to action, Van Damme encourages the audience to visit Coorslight.Co.UK for a chance to win a trip to his ice bar. Coors is also promising to construct real-life versions of the ice bar in multiple locations across Europe.
While the ad is quite silly, its concept is unique and memorable, projects the product’s attributes, and resonates with the brand’s target market. However, that is not to say Coors didn’t take a risk choosing Van Damme as its spokesperson for the campaign. With the popularity of the “Epic Split” commercial, Coors’ target audience may have a hard time disassociating him from the Volvo brand.
Sources:
http://www.adweek.com/news/advertising-branding/ad-day-van-damme-awesomely-sculpts-mountaintop-ice-bar-coors-light-159696
http://business-5u.blogspot.com/2014/08/jean-claude-van-damme-carves-entire-ice.html
http://www.thestable.com.au/category/projects/
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