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Jean-Claude Van Damme, the (possibly unaware) king of irony, returns in Coors Light’s new ad by VCCP. Like previous executions, it shows the actor alone in the mountains, dressed in a Canadian tuxedo (denim trousers and jacket). This time, Van Damme is building an ice bar with his bare hands and, among several amusing touches, pulls blocks of ice with his mullet. The work was written by Jermaine Hillman, art directed by Paul Kocus and directed by Daniel Kleinman through Rattling Stick. Framestore and ZenithOptimedia handled post-production and media respectively.