Coors beer is facing criticism from the BC Search and Rescue Association after airing an ad that appears to encourage skiers to go out of bounds. The Brave The Cold campaign, as it was known, has since been pulled from airwaves and was made private on YouTube.
“Will you brave going out of bounds?” A narrator asks as several skiers surround a sign that points the way to out of bounds areas. The skiers then proceed to ski rocky terrain down to a helicopter that’s waiting for them at the bottom.
The BCSRA says this ad contradicts the safety and prevention messages they send out when it comes to skiing out of bounds.
“The Coors Light Canada messaging raises a high level of concern amongst BCSARA Board of Directors and search and rescue prevention educators. We encourage outdoor enthusiasts to ‘get informed & go outdoors‘ and consistently promote outdoor safety trying to reduce the number and severity of SAR incidents in Canada,” reads a BCRSA statement.
“While BCSARA recognizes that social media is created for education and entertainment purposes, we would like to remind the public that depiction of disobeying safety signage and area closures, ducking the ropes to go out of bounds and not wearing appropriate safety gear is not recommended or encouraged.”
Molson Coors spokesperson Greg Vallentin says the Brave The Cold campaign was meant to promote adventure rather than danger.
“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,” Vallentin tells Vancity Buzz in an emailed statement. “As such, we’re taking action to re-evaluate the advertisement in question and immediately remove it.”
Vallentin adds they’ve been in touch with the president of the BCSARA and they will be involving his team moving forward.