Molson hits the right notes with its rendition of “O Canada”

No camera tricks used in vid with anthem played on Molson bottles. Unexpected filming obstacle? A wee thing called evaporation...

Molson Canadian has introduced a true anthem spot, just in time for Canada Day.

The “Canadian National Canthem” video features a group of musicians playing “O Canada” using only cans and bottles of Canadian. The 1:15 video contains no studio trickery, with every bottle and can of Molson carefully calibrated to produce the correct note.

“Everything you hear is the real deal,” said Aaron Starkman, partner with Molson’s agency Rethink. “The musicians tried over and over again to nail the notes, putting the various amounts of water in to get it right.”

It took about three weeks to perfect the video, said Starkman. “They played around with it so much just to get it right. It started out with just a few bottles, and it was really awful. The second day was a little less awful and the third day it was better.”

The musicians also encountered some unforeseen problems during the recording process. After perfecting the sound from individual bottles, for instance, they discovered that it would change from day to day because the liquid in the bottles was evaporating. The solution involved placing tape over the bottles to prevent evaporation.

“Each time we went into the studio there was a new surprise,” said Starkman.

In addition to appearing on Molson’s YouTube channel, the spot will appear during the Canadian Olympic Block Party at Toronto’s Maple Leaf Square Thursday, as well as the Canada Day London celebration in Trafalgar Square and Canada Day celebrations for Canadian troops stationed in Afghanistan.

“We always like to have some fun and do some things that keep us on our toes,” said David Bigioni, senior director of marketing, Molson brands, for Molson Coors Canada in Toronto. “As we head into the summer we have Canada Day and the upcoming London Olympics; they’re points at which Canadians are going to be incredibly proud of what this country represents, and that’s the emotion we were trying to tap into.”

Molson is driving to the video through its social media channels.

Brands Articles

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review