Molson Coors Canada is pulling an ad after backlash from search-and-rescue groups claiming it encourages mountain users to go out of bounds.
The ad for Coors Light, which began airing on television this week, shows skiers and snowboarders following a sign pointing them towards an out-of-bounds trail leading them through trees to a waiting helicopter.
A narration can be heard encouraging Coors Light drinkers to take risks.
The ad is part of the #BraveTheCold campaign, designed to highlight the company's temperature-sensitive colour-changing beer cans.
"It's frustrating because we spend so much time and energy in educating the public and preventing things from happening. There's almost 1,400 incidents in B.C. every year," Sandra Riches, the director of British Columbia Search and Rescue, referring to rescues to help out-of-bound mountain users. Cont. (Video)
Story from - CTV News
Image from - Wikimedia Commons
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