Van Damme Sculpts Ice Bar for VCCP, Coors Light

By Erik Oster 

Jean-Claude Van Damme is back for Coors Light, sculpting an ice bar in the Rocky Mountains with his bare hands in a new UK spot from VCCP.

Following in the footsteps of last year’s “Epic Split” for Volvo, Van Damme is now synonymous with advertising gold, and the VCCP spot capitalizes on his image in a way reminiscent of that ad. The 60-second “Ice Bar” has just about everything you’d expect given Van Damme’s involvement: Van Damme’s signature mullet/ponytail, cheesy 80s synths, ice block breaking (with bare hands, of course) and a tongue-in-cheek sense of intentionally over-the-top humor. It all makes for a pretty fun spot, which makes you wonder why this isn’t running stateside as well.



Client: Coors Light
Agency: VCCP, UK
Agency Producer: Andy Leahy
Creative Director: Jim Capp
Copywriter: Jermaine Hillman
Art Director: Paul Kocur
Planners: George Everett, Sandie Dilger
Media Agency: ZenithOptimedia
Media Planners: Guy Edwards, Aidan O’Callaghan
Production Company: Rattling Stick
Director: Daniel Kleinman
Postproduction: Framestore
Executive Producer/Producer: Johnnie Frankel
Editor: Julian Tranquille, Cut & Run
Sound: Sam Ashwell, 750mph
Music: Wake the Town