In what is believed to be a first, Toronto ad agency Vaughn Whelan & Partners, which does not have the Molson account, placed a commercial for Molson Canadian over the weekend. It was placed, along with other marketing efforts, to attract the attention of Molson Chairman Eric Molson, Molson CEO Dan O’Neill and Adolph Coors CEO Leo Kiely. Vaughn Whelan & Partners CEO Vaughn whelan employed the tactic in a bid to win the account away from incumbent Bensimon Byrne as part of an ongoing agency review.
The 60-second ad told the story of a Toronto bike courier who took on Revenue Canada and won after arguing his daily food bill should be deductible as fuel. In a nod to the usual beer ad, the spot concluded with the line “Respect,” a patio shot with the triumphant courier, the obligatory buxom babe and the tagline “It’s a Canadian Thing.”
