respect. it's a canadian thing.

Canadian Ad agency VWPA is not invited to bid on the Molson advertising campaign. In a "bold"(i.e. MORONIC) move, they opt to develop a thematic series of commercials on their own accord and then "pitch" them to Molson by buying ads on national TV in Canada and sending the following letter to Molson.

"Molson Canadian is a mature brand, losing share
Molson Canadian has wide popularity against many existing segments
Molson Canadian has for many years pursued the LDA/high volume segment, with ever diminishing returns
Molson Canadian has not been able to stabilize share erosion
The Rant, while a brilliant one-off, is an impossible premise to sustain
The incumbent agency is on notice; the account is in review
The competing agencies are all very large, and/or multinational
The brand needs a new identity, versus a toolbox of services
Consumers dont care where the idea that they respond to originates
Beer, as a category, is chronically, and historically over-researched
VWPA is extremely experienced in the beer category
VWPA is very unconventional, very unafraid, and very cost-effective
VWPA is not on the pitch list
VWPA has a spectacular idea for the brand
VWPA recognizes Molsons need to reduce costs
VWPA seeks to attract the attention of Molson senior management
VWPA has executed a signature sixty second spot
VWPA has purchased air-time on CFMT, NBC, FOX
Rather than pitch to the boardroom, VWPA elects to make positive noise
VWPA hopes, respectfully, that this will get Molsons attention, and that Molson will take a look at the rest of the campaign, and the thinking behind it
VWPA has run this alternative pitch concept against Presidents, VP Marketing personnel, and PR personnel from numerous major Canadian and International marketers, and the result was unanimous: surprising, fresh, pro-active, and seen to be an intriguing incentive to working together, if the idea is great
VWPA has previewed the spot, and the campaign idea, with a number of Molson Canadian loyalists, and an equal number of competitive consumers, and the reactions were consistently, and extremely enthusiastic
The goal is to literally hijack the pitch process so that our little agency can get our big idea on the table."

Category:

Entertainment

Tags:

• vwpa
• molson
• vaughn
• whelan
• stupid like a fox
• MORANS
• bad idea jeans
• canada
• revenue
• fuel

[mcvicar2]

lame by molson standards.

[jimmybryght]

The tits at the end made the whole commercial. Without them, this is a wash.

[Thommislav]

I love the calculater!!

[thedukesrule]

agreed its a horrible commerical i remember when it was on tv so bad commercial

[Peppi94]

Sorry, no. The tits at the end nullify the entire message. If you can't make a commercial without tits, then you have nothing worthwhile to say.

[threeclock]

Ghetto as fuck commercial.

[Fijilovah]

nice boobs at the end

[JeremySwass]

@jebus4444 It was Molson Coors in 2005, this comment is a bad idea cause your comment is 8 months old lol

[rly2good]

NOT inviting them to bid was the SMARTEST move molsons ever made.

[lastpoet1]

if thats true why the hell r canadian's getting more like american's everyday with rudeness and laws

[Slayermagic]

rofl fail ad, but good beer

[AreThereNoMoreNames]

Interesting story and commercial, but it certainly doesn't do anything to sell me on the beer.