Molson releases final Anything for Hockey ad
Molson Coors has released the final television commercial in its "Anything for Hockey" campaign. The ad will air during broadcasts of NHL playoff games. It depicts the 11 winners of a contest traveling by helicopter to an ice rink on a mountain in British Columbia to play a game of hockey. The participants won their places by demonstrating their dedication to the game in a four-month social media initiative. The commercial is accompanied by online video profiles of the winners, hosted at Sportsnet.ca. The campaign was developed by Rethink, with media buying by MEC and public relations from Harbinger.
"We wanted to not only focus on rewarding fans for their hockey passion, but also bringing those fans together by delivering a memorable, undeniably Canadian experience they'll never forget," said Jeff Harrop, senior marketing director at Molson Coors Canada. "Giving them a chance to play together against a spectacular mountain backdrop was a fitting way of recognizing their contributions to both the sport and the communities they've touched."