Rule #7: Tap into Nationalism. This commercial takes place during a Canadian winter, where a police chase has gotten bogged down in the snow. We watch from the perspective of a news channel, and the screen offers a caption below to ensure the target audience knows it’s aimed at Canadians.
This commercial has chosen a more subtle route to tapping into nationalism in Canada. The punch line comes in half way through the commercial when the passenger of the car being chased exits the car to push it, while the officer in the car behind responds by pushing his own car.
In contrast, Molson Canadian commercials tend to use overt methods. This commercial employs grandiose music and vistas of Canada to deliver a message about the greatness of that nation. It delivers a heart pounding, chest puffing experience about the great outdoors. Oh yeah, then it mentions the beer. More than just an afterthought, it is the pinnacle – capping off the commercial and delivering its main message just at the climax of the commercial.
The two commercials employ an equally effective execution of Rule # 7: Tap into Nationalism. One does it using dry humour, subtle – appealing to the Canadian; the other uses dramatic methods to inflame passion.
Do they work? The main difference between the commercials is that the Molson’s ad is a part of an ongoing campaign that has been persistently on the Canadian psyche for decades. Molson Canadian is that brewery’s mainstay beer and it’s about as ubiquitous as any brand gets in Canada. Their campaign includes: sponsoring hockey games, billboards, radio, television, posters, charity, music concerts and the list goes on. You literally can’t get away from the pervasive message that Molson offers upon the people that populate the great land which it lauds in its ads.
The Midas commercial was hilarious, and as opposed to the ubiquity of the Molson’s presence in Canada, this campaign only airs on television for a few weeks at the start of each winter going back a couple of seasons from today, 2011. The first time one views it, perhaps one wouldn’t fully appreciate the message about the Midas special being offered.
But, like all commercial communication, you will see it more than once and like all commercials it is intended to either saturate the viewer with ubiquity, or to get as much punch as possible on a smaller budget.