Coors Light gives people the chance to step inside Jean Claude Van Damme’s ice bar

Today (Tuesday 21^st October) Coors Light releases its new ad, ‘Frozen Pint’, as part of its ‘Coors Light Ice Bar’ campaign featuring Jean Claude Van Damme (JCVD).

This ad follows the launch of Coors Light Ice Bar in late August, where JCVD built an epic bar made of ice. The new‘Frozen Pint’ ad launches on social media today (Tuesday 21^st October), allowing consumers to see the fruits of his labours inside the bar.

JCVD kicks his icy jukebox into action before moving through his handcrafted bar, dancing to the music as he goes. He reaches for the pint of Coors Light that awaits him – but it’s so icy cold, it’s frozen to the bar. Undeterred, JCVD rips the pint away, taking half the bar with it, and has a refreshing sip.

The TV, Video on Demand and social activity for the Coors Light Ice Bar campaign drives customers to the Coors Light online hub where they can book a slot to visit one of the bespoke Coors Light Ice Bars built for the campaign in London or Manchester (opening December 2014 and March 2015 respectively).

https://www.youtube.com/watch?v=JJbkTOOe17E

London Brit-award winning band Rudimental will open both bars, which will feature guest DJs, bespoke frozen Coors Light cocktails, a Snow Angel photo opportunity and an ‘Ice Twitter wall’.

Customers will also have the chance to enter an online competition to win the trip of a lifetime to the Coors Light Ice Bar in Austria in February 2015.

‘Frozen Pint’ launches on VOD on 1 November and on TV early next year.

The creative concept for the Coors Light Ice Bar campaign was conceived by VCCP, with social activity, TV content and cinema created by VCCP. The experiential activity was developed and implemented by LIFE Experience, a division of LIFE agency.