Jean-Claude Van Damme, clad in his iconic double denim, returns to our screens to continue his quest for cold in our latest spot for Coors Light.
This year, Van Damme is on a journey to a place far, far away; a place they call ‘The Ice Cave’. In his latest attempt to recreate the ice cold refreshment of Coors Light, Van Damme is pulled through the ice and snow by a pack of huskies, with nothing but his loafers between him and the frozen ground.
The spot launched April 22nd on TV and VOD and is part of a wider campaign with experiential events at its heart as well as an on pack promotion.
A competition is also being run in collaboration with Mixmag, to find the best up and coming DJ to play at the #IceCaveRave across the UK and Europe. The competition will launch on 1st June and will be supported with advertorials in both print and online.
The winners will have the opportunity to take part in an online documentary, filmed by Mixmag, showcasing their journey to the top – literally; the winning DJ will get the chance to play in an ice cave at the top of the Alps!