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Jean-Claude Van Damme is still ice cold, but also still not as frosty as a Coors Light, says the brewer.
It's been more than two years since the Gen X icon philosophized about his tight, frozen pants and post-coital penguin walks, from a snowy mountaintop, for the brand. Now, in another U.K. ad, he's returned to the summit to talk less, and do more—namely, build an entire lodge out of ice, mostly with his bare hands.