Parents of athletes are often celebrated in Olympic advertising—remember a little P&G campaign called “Thank you, Mom”?—but now Molson Canadian is putting a fun spin on the concept.

Instead of just generically thanking moms and dads for all the logistical and emotional support they’ve provided to their kids, Molson has actually signed nine Team Canada parents to endorsement deals. An official partner of Team Canada, Molson is giving these endorsers everything athletes would expect from a deal——including paid contract signings, a starring role in a commercial (above) and documentation of their trip to Paris across the brewersʼs social media channels.

And as the spot says, they’ll also of course get some beer on the house.

Also read: Molson visits real pubs across Canada for ‘Everyone In,’ an anthem of inclusion

Molson agency Rethink devised the stunt, which is a bit reminiscent of Doner’s signing of student nurses to NIL deals last year—at least in terms of its unexpected sponsor talent. The spot continues Molson’s “Everyone In” theme, introduced last year.

The sponsored parents are:

● Tony and Fiona Di Stasio, parents of Justina Di Stasio, a wrestler from Coquitlam, British Columbia
● Joe and Rachelle Clay, parents of Zachary Clay, a gymnast from Chilliwack, British Columbia
● Travis and Susan Wog, parents of Kelsey Wog, a swimmer from Winnipeg, Manitoba
● Lynda South-Simoneau, mother to Jacqueline Simoneau, a synchronized swimmer from St. Laurent, Quebec
● Nancy Tan and Michael Yang, parents of Brian Yang, a badminton player from Richmond Hill, Ontario

“Zach always dreamed of going to the Olympics. When your child is so committed to something they love, you never complain,” said the Clays. “Working overtime, hundreds of trips to and from the gym and to and from the airport—itʼs all been worth it because he has achieved his dream. As parents, thatʼs just what you do. We are so honored to be officially endorsed by Molson.”

“We wanted to do something meaningful to support the families of athletes who have worked impossibly hard in the background, providing endless support and energy to help get their kids to the biggest stage in sports,” said Kara Fitzpatrick, marketing director, Molson and Economy Brands.

More Creativity coverage from Ad Age:

• Nike’s Olympics campaign explores the winner’s mindset.
• See this week’s top 5 campaigns.
• Channel 4 made a hard-hitting Paris 2024 Paralympics ad.
• 15 hidden gems among the Cannes Lions winners.
• Meet the interns who won gold in Cannes for a poop joke.
• Nick Cohen looks back at Mads Dogs & Englishmen.

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