Beer advertising has a recipe: take one sophomoric joke, add a 1/4 cup of bonhomie and a pinch of bromance, then garnish with bikinis.
For one crazy year, Labatt threw all that away and let us run a long-copy newspaper campaign to try to get Canadians talking. This was in the dark ages before social media.
Well, talk they did.
Thousands of letters and phone calls politely asking – this was Canada, remember – when they could expect the old ads back. Merde!