Jean-Claude Van Damme returns as the double denim-wearing chill seeker in a new campaign for Coors Light.
VCCP created the activity, which launches with a TV spot airing tomorrow (Friday). It shows The Muscles From Brussels seeking out a frozen rave cave in the tundra as a pack of huskies drag him along on his loafers. The ad also introduces an experiential campaign, where free-to-attend rave caves will be set up across the UK and Europe, as well as a competition in conjunction with Mixmag to find an up-and-coming DJ. The work was created by Jermaine Hillman and Paul Kocur, and the film was directed by Marcus Söderlund through Academy.