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Molson Coors has launched the next instalment in Coors Light's "closest to cold" advertising campaign.

The 30- and ten-second ads broke on Facebook and YouTube and will be aired on TV for nine weeks, with an additional two spots to be released in 2013.

The ads depict Jean-Claude Van Damme’s quest in the Rockies to get "close to the ice-cold refreshment of a Coors Light".