March 16, 2016 2:00 pm
Updated: March 18, 2016 1:04 pm

Coors Light pulls ad after backlash about skiing out of bounds

ABOVE: Online producer Amy Judd talks about the ad from Molson Canadian that has some people talking.


An advertisement by Molson Coors has been getting a lot of attention online recently, but for all the wrong reasons.

The BC Search and Rescue Association says the advertisement, part of a campaign called #BraveTheCold, raised concerns for them as it showed skiers having fun as they knowingly go out of bounds on a mountain trail.

The ad in question has now been pulled down after criticism from BC Search and Rescue and from a number of people online.

In the advertisement for Coors Light beer, a group of skiers can be seen heading down a trail and coming across a sign that says ‘go out of bounds?’. A narrator in the ad asks the viewer if they will brave going out of bounds.


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Then later on in the ad, the group can be seen agreeing to ski out of bounds on the mountain and skiing some tough terrain before making it to a helicopter, followed by shots of people cheering and yelling.

BC Search and Rescue put out a statement on Tuesday about the ad and regional director Sandra Riches said they had to reach out to Molson Canadian because they were concerned.

“[We were concerned] it was promoting and encouraging people to go out of bounds, that that was a fun, safe thing to do,” said Riches. “That’s exactly the opposite of what we promote with BC Search and Rescue and our safety programs and Search and Rescue prevention. “We’re trying to help the public reduce the number and severity of call-outs in the province, so we try to tell everyone to trip-plan properly, train, and take essential gear before they go out there.”

The ad also debuted during a time when there have been a number of avalanches in B.C., some fatal, and a few people have died after going out of bounds on our local mountains.

“It’s been busy all around and it seems to be that way throughout all the seasons now,” said Riches. “A lot more people are getting outdoors and leading healthy lifestyles and it’s just encouraging people to head out there. Which is great, that’s what we want people to do, but we need them to be informed before they go outdoors.”

Riches told Global News BC Search and Rescue thinks “it is great” that Molson has now pulled the ad and they are reportedly going to be redoing it. Riches also said Molson was very grateful that they had brought the issues to their attention.

In a statement Molson said:

Our BraveTheCold campaign was meant to highlight the fact that any moment can be an opportunity to step out of your comfort zone and find adventure. We have the utmost respect for the thousands of search and rescue professionals across Canada who risk their lives daily and would never want to make light of a situation that could, or has, negatively impacted someone, or their friends and families. As such, we’re taking action to re-evaluate the advertisement in question and immediately remove it.  

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