Brief

Whitbread continues with the theme of spoof Seventies public information films for the cinema-only execution of the Labatt Ice ad campaign, which breaks today (Wednesday) and will run until December. With the end line ‘Technically the coolest beer in the world’, this latest execution introduces the ‘Labatt Ice survival kit’. The ad features a couple camping by a lake who rely on their survival kit to ensure they are warm enough to drink the chilled beer. This involves wearing shower caps, woolly gloves and burning their tent poles, clogs, guitar and canoe. The 9m campaign, which has run since May 1997, was created by Lowe Howard-Spink.

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