Hasta La Motion!

Coors Light UK is running “Ice Bar”, an integrated campaign featuring Belgian martial arts actor and director Jean Claude Van Damme. JCVD, in his role as brand ambassador, has for some time now been on a quest to get as close as possible to the ice-cold refreshment of a Coors Light. This time he’s gone one step further by building his very own ice bar high in the Rocky Mountains. The Coors Light Ice Bar campaign pop up ice bars in London (7 nights, December 2014) and Manchester (7 nights, March 2015) hosting gigs with London band Rudimental and guest DJs. The campaign culminates with an opportunity for a lucky few consumers and their friends to have a closer-to-cold experience at the Coors Light ice bar in Austria.

The new Ice Bar ad features JCVD as he goes about building his ice bar in the Rocky Mountains. With his bare hands and feet we see him at work, going back to his roots, pulling an ice sledge up the mountain face with just his mullet, and karate-chopping solid blocks of ice. He furiously chips away at a block of ice to reveal a jukebox, and kick-carves a bison head. We even see him laying out the finishing touches – an ice plant here, a fur rug there – before he steps back and admires his handy work: the finished bar.

See more on the campaign at coorslight.co.uk/icebar, facebook.com/Coorslightuk and youtube.com/CoorsLightUK with five featured videos (geography restricted) Frozen, My Story, My Tear, Annoyed and Frosty Mullet.

Credits

The Ice Bar campaign was developed at VCCP, London, by creative director Jim Capp, copywriter Jermaine Hillman, art director Paul Kocur, agency producer Andy Leahy, planners George Everett and Sandie Dilger.

The experiential activity was developed and implemented by LIFE Experience, a division of LIFE agency.

Media was handled at ZenithOptimedia by media planners Guy Edwards and Aidan O’Callaghan.

Filming was shot at a Romanian mountain resort by director Daniel Kleinman via Rattling Stick with producer Johnnie Frankel.

Editor was Julian Tranquille at Cut & Run.

Post production was done at Framestore by VFX supervisor William Bartlett, CG supervisor Rob Harrington, Flame artists Paul O’Brien, Darran Nicholson, Steph Mills, colourist Steffan Perry, senior VFX producer James Alexander and CG line producer Christopher Gray.

Sound was produced by Sam Ashwell at 750mph. Music is by Wake The Town.