This entertaining ad is perfectly judged with its 80s power-rock-lite music and be-mulleted, twice-denimed hero. For years, it is revealed, our tiny muscle man has been attempting "to recreate the ice-cold refreshment of a Coors Light". In actual ice.
Throughout the ad we see him striving to achieve some kind of sculptural perfection, and it's a joy to behold. With stoic determination he pulls sleds of ice blocks with his ponytail and hollows out ice columns with his tiny fingers. Carves delicate flowers and kickboxes vast chunks into the shape of a bull.
It's a delight to see the expressions of brute strength and spiritual transcendence flitting over his face as he strives towards his goal, like Rocky of the Alps, with the editing taking us repeatedly through this kick or that from different angles to ensure we appreciate the gargantuan effort and skill that's going into his creation.
What has he made? Watch and find out. But know this: however impressive, it will never touch the notion of refreshment he is looking for. Oh, Jean-Claude. What a star you are.
Ad of the Day is in association with David Reviews.
Creative Agency VCCP
Creative Director Jim Capp
Creative Jermaine Hillman / Paul Kocur
Planner George Everett / Sandie Dilger
TV Producer Andy Leahy
Film Production Rattling Stick
Director Daniel Kleinman
Producer Johnnie Frankel
Executive Producer Johnnie Frankel
Editor Julian Tranquille @ Cut+Run
Post Production Framestore
Sound Design Sam Ashwell @ 750MPH
Media Agency Zenith Optimedia International
Media Planner Guy Edwards / Aidan O’Callaghan