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.