MONTREAL - Molson Canada's Canadian beer brand is continuing to build Canadian pride with ``No Doot Aboot It,'' a commercial that takes a humorous look at the misconceptions others have about what it means to be Canadian.
The third in a series of the ``I Am'' commercials (as in ``I Am Canadian''), the commercial was written by Glen Hunt, creative director at Bensimon-Byrne D'Arcy, Toronto, who, like most Canadians in foreign countries, has taken the brunt of good natured teasing about his Canadian homeland and his accent.
The new commercial features a sophomore who, on meeting a Canadian, jokes: ``Do they have running water?'' and ``Where's your toque?'' The Canadian puts him in his place with an old fashioned ``jerseying''--pulling his suit jacket over his head as if the two were hockey players jostling at center ice. A shorter, follow-up commercial shows the kind-hearted Canadian taking the joker out for a beer as a way of saying ``No hard feelings.''
The new commercial was seen on the ``I Am'' Web site two weeks before launching on TV, driving up the Web site's traffic 65% through opted-in members e-mailing the new commercial to online friends worldwide.
Copyright August 2000, Crain Communications Inc.