Molson's campaign of phony magazine back covers-for the likes of Trustfund, Animal Rescue and Aspiring Groom-were so good, we wished we could read the whole issue. "Molson provides the tools and confidence to help guys succeed," says CP+B CD Bill Wright, "so we created this series of magazine inserts to help the Molson drinker separate from the rest of the pack when he's out in bars." Taged "Molson. Making 'friends' since 1786," this beer is special, insists Wright. "Any beer can put attractive women in their advertising, but how many beers can put attractive women in your speed dial?"

Client: Molson Agency: Crispin Porter + Bogusky/Miami ECD: Alex Bogusky CD: Bill Wright ADs: Alex Burnard, Mike del Marmol, Tony Calcao CWs: Dave Schiff, Rob Strasberg, Rob Reilly Production Manager: Brian McMillen