Canadians And Beer A Common Correlation - 1009 Words

Canadians and beer is a common correlation, but how about flavor and patriotism? The latest Molson Canadian advertising (ad) campaign is out to prove the latter. The campaign invites foreigners into Canada, and gives them a specific place to travel to, of varying distances. Molson gives them no way of getting there, and the guests must rely solely on free methods of travel from the locals—something they call â€Å"Canadian kindness† (Molson Canadian). The commercial with the longest travel in the campaign so far, 7,000km, is an ultimate culmination of what the brand is trying to portray. The Molson Canadian advertisement makes the viewer believe that Molson Canadian is just as important to what Canada is as the people or the landscape, and that Canada is like nowhere else in the world. The commercial starts off with a cinematic shot of a man walking on a beach toward a red refrigerator with a white maple leaf on it. This is supposed to give the viewer a strong feeling o f Canadian patriotism, while also putting the colors of the beer label in the ad. Then, the ad flashes back two weeks to show three foreigners, who go on to say that they were brought to Canada by Molson Canadian. The main characters, the foreigners, are from New Guinea. As the trio get off of a plane they ask, â€Å"What makes a Canadian so special?† (Molson Canadian) This introduces the theme of the ad, and was placed at the beginning so that the viewer would look to answer it throughout. They then inform theShow MoreRelatedArchitectural Determinism : Shaping Behavior Through The Built Environment1659 Words   |  7 Pagescan range from placing design elements in specific places to encourage or discourage people’s interaction with them, placing them to prevent access to a specific area, or placing them to direct or channel people in a particular direction. 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