"It starts here"
Molson has retired its patriotic "I Am Canadian" tagline for the less nationalistic "It Starts Here" in the wake of being bought out by Adolf Coors.
I have to admit, I am sad to see the old slogan go. Beer commercials, Canadian beer commercials, used to be immensely entertaining. They weren't just about T&A and testosterone. They were witty, self-deprecating, even kind of inspiring. What Canadian didn't feel a bit of a lump in their throat when they heard Joe's rant for the first time? Canadian beer commercials, unlike their American counterparts, weren't just aimed at guys. They were aimed at Canadians.
That's no longer the case. The new ads aren't exactly offensive to women, they're just kind of stupid. One features a California blonde coyly pouting into the camera saying "I am so angry at my boyfriend right now." Music to any self-respecting beer swiller's ears I suppose, but hardly an original or interesting statement.
But I guess you don't need to be original or interesting when you're selling beer to Canadians. You're pretty much preaching to the choir. We're going to buy it. We're going to drink it. But couldn't we at least have a bit of a laugh while we're doing it?
Comments
That's so sad!!! I'm gonna miss those commercials - they were hilarious. Joe was my hero. I completely agree - they were witty and creative and inspiring, and even though they were just about drinking beer, one really did swell up with Canadian Pride watching them - regardless of whether you are a guy or a girl, or even a beer drinker for that matter.
Sigh.
Posted by: heather at March 21, 2005 10:14 PM
I hope and pray that coors won't ruin my favorite beer. In a way, though, I guess they already have.
Posted by: Will at March 22, 2005 07:16 PM