“Contradictions” —Molson Ice

“Contradictions” visually and graphically depicts copy that proclaims the conflicts that give character and taste to Molson Ice Beer. Smooth yet restless, primitive but evolved—each contradiction is realized by a different but appropriate type treatment over stock footage tinted a shade of Molson green. For instance, as the voiceover intones “smooth yet restless,” the visual shows the gently scripted “smooth” over a windblown, snowy tundra that suddenly cuts to an agitated cloud-filled sky serving as background for the constantly changing, oscillating type of “restless.” The raw energy and type treatment of “Contradictions” successfully captures the essence of the vast, cold Canadian wilderness and the beer it inspires.