Rethink Uses Bromancevertising to Sell Sh***y Canadian Beer

By Erik Oster Comment

Rethink takes bromancevertising to the next level with their follow up to “The Beer Fridge” for Molson, the second most viewed commercial online in Canada in 2013.

“The Beer Fridge – Project Indonesia” is a 2:45 ode to Canada, hockey, beer, and, above all, bromance. Two friends decide to surprise a third friend who moved to the Gili Islands in Indonesia years ago. That there are no motorized vehicles in the Gili Islands makes the trek a bit of a challenge. The friends come packed with a satellite so their buddy can watch Team Canada in the 2014 Olympic Games and a red fridge full of Molson (which was obviously not easy to transport). When the three friends finally reunite, it’s actually quite a touching moment. This is probably the most bromantic ad you’ll see this year, and a refreshing angle from Rethink.

Molson released the Internet spot today, with a full-length TV version slated for the Canadian World Junior Hockey Tournament, where it will essentially take up entire commercial breaks. Clearly, Molson believes in this spot. Additionally, a 30 second version of the ad is set to debut on December 26th. Credits after the jump. Credits:

Title: The Beer Fridge – Project Indonesia
Client: Molson Canadian
Agency: Rethink
Creative Directors: Aaron Starkman, Chris Staples, Dré Labre, Ian Grais
Art Directors: Aaron Starkman, Joel Holtby, Vince Tassone, Christian Buer
Writers: Aaron Starkman, Mike Dubrick
Account Director: Ashley Eaton
Broadcast Producer: Dave Medlock
Production Company: Untitled Films
Director: Tyler Williams
Executive Producer: Lexy Kavluk
Line Producer: Tom Evelyn
Director of Photography: John Houtman
Post Production: Rooster Post
Executive Producer: Melissa Kahn
Editor: Marc Langley
Assistant Editor: Nick Greaves
Post Production: Fort York VFX
Music and Sound Design: RMW Music