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FCB, Coors Toast Dads

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CHICAGO Coors attempts to appeal to fathers' responsible side—like teaching their children about the ills of underage drinking—in a new campaign from Interpublic Group's Foote Cone & Belding here.

A new television spot, breaking this week for the Molson Coors unit, depicts National Football League greats like Barry Sanders, Troy Aikman, Marcus Allen and John Elway among a mob of autograph-seekers chasing a regular guy named Bob. The former players are in awe of Bob's parenting skills and cite fatherly accomplishments like teaching his son to drive, cooking for his family and devoting time to them.

The ad is part of MVParents, a national program which includes a Web site, point-of-purchase and community outreach through Coors distributors to help parents address underage drinking by nurturing their children. Golden, Colo.-based Coors is partnering with Players Inc., the NFL Players Association's licensing and marketing arm, and the Search Institute, a nonprofit organization that provides leadership and resources for promoting healthy children and communities.

"Today, there aren't many parenting tools geared to fathers," said Frits van Paasschen, Coors president and CEO. "With MVParents, we think Coors has a great chance to talk to dads, and all parents, about preventing underage drinking."

The 30-second spot will air through Dec. 18 during sports and entertainment programming. Spending was not disclosed. Coors spent $175 million on advertising last year and more than $40 million during the first three months of 2005, according to Nielsen Monitor-Plus.