×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Only Canadian Passports Can Open this Molson Beer Fridge

Published on .


Rethink brings back the infamous "I Am Canadian" tagline (immortalized by not-a-lumberjack Joe from this iconic commercial) for a spot for Molson Canadian that featured a beer fridge, stocked with the beverage, that was placed in many European cities. The catch? You could only open it by scanning a Canadian passport -- and then, maybe, sharing it with your new foreign friends. A 30-second version of the spot debuted last night during Game Six of the Stanley Cup playoffs, and is also timed to celebrate Canada Day, which falls on July 1. Check out the making-of here.

Most Popular