Molson Knows 'It's Complicated' Being a Canadian Hockey Fan

So, you’re a hockey addict from Canada who married into a family that roots for the Boston Bruins. Or maybe your fave Canadian club got eliminated early—again. Or you live in such a remote location, you have no home team to cheer on.

Such are the complications of puck fandom for our friends to the north. Molson Canadian, the official beer of the NHL, the Toronto Maple Leafs, the Ottawa Senators and the Edmonton Oilers, understands. And the brand commiserates in these amusing ads from Rethink and Skin & Bones director Taso Alexander:

So, “icing” has nothing whatsoever to do with cake? Wow, this stuff really is complicated!

“As the beer of hockey, Molson Canadian has been there for the highs and lows that come with being a sports fan and seen it all,” explains Rethink partner and creative director Dhaval Bhatt. “A great way to connect with the audience and remind them of Molson’s role was to not just celebrate the goals and the good times but acknowledge the complicated relationship we sometimes have with the game we so dearly love.”

The target audience consists of Canadian hockey enthusiasts, “which is pretty much every Canadian,” Bhatt says. “What we want them to take away is that even though it can be complicated, drinking a Canadian beer while watching Canada’s game is not.”

The spots dropped last week in time for the NHL’s realignment, with all seven Canadian teams playing in the newly christened Northern Division. As you might have guessed, the situations shown in the ad—with some scenes shot in Bhatt’s living room for maximum realism—are based on actual experiences.

“Once we had the structure, literally everyone chipped in with fun, insightful stories that made it in,” he says. “We probably have enough material to do these for five more years.” (By then, Bhatt’s beloved Maple Leafs will win a Stanley Cup for sure!)

CREDITS

Title: It’s Complicated & It’s Complicated Pt. 2
Client: Molson Canadian
CCO: Aaron Starkman
CSO: Sean McDonald
Creative Directors: Dhaval Bhatt, Allan Topol
Art Director: Shawn James
Writer: Irfan Khan
Strategist: Nicole Rajesky
Broadcast Producer (In-House): Shelby Spigelman
Group Account Director: Karim Tubbeh
Account Manager: Megan Christopher
Production Company: Skin & Bones
Director: Taso Alexander
Editor: Chris Murphy
Director of Photography: Barry Parrell
Line Producer: Luke Bryant
Post Production House: Outsider Editorial
On-Line: Wingman
Grading: Alter Ego
Casting Director: Shasta Lutz
Audio House: Vapor Music
Audio Director: Ted Rosnick
Audio Engineer: Ryan Chalmers

Clients:
Joy Ghosh, Senior Brand Director
Katie Rankin, Senior Marketing Manager
Brian Collins, Senior Manager of Sports & Entertainment Partnerships
Jessica Vieira Teixeira, Brand PR Manager
Brittany Harris, Assistant Manager of Partnerships

Other Credits:
Media Company: Wavemaker
PR Agency: Citizen