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Jean-Claude Van Damme features in Coors ad

Client: Coors

Agency: VCCP

Coors Light has signed Hollywood actor Jean-Claude Van Damme to front its latest TV and online advertising campaign.

The new tongue-in-cheek campaign, entitled ‘Closest To Cold’, focuses on the core idea: "whatever your experience of cold refreshment, you will never get close to the cold refreshing experience of a Coors Light".

Set in the iconic mountain ranges of the Rockies and sporting head-to-toe distressed denim with loafers in the snow, ‘The Muscles from Brussels’ gives the viewer an insight into past experiences when he’s tried (but ultimately failed) to get close to the ice cold refreshment of a Coors Light.

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