Molson Dry Media Under Pressure

Canadian beer Molson Dry, brewed in Montreal, is presented as the ultimate beer in a campaign centered around The Association of Party Pros. The APP exists to make partying into a professional sport and offer those athletes with passion, stamina and natural talent, the recognition they deserve.

As in any pro sport, when you’re a party pro competing at the highest level, pressure from the media can be one of your toughest opponents. And never more so than when your sport is partying.

Runner in Molson Dry Under Pressure ad

Some time after the launch of the APP, it was announced that Molson Dry would be the Official Beer of the APP. With the sponsorship money, the sport of partying could now compete in the same leagues as other professional sporting bodies.

With such natural, home-grown talent, as in any professional sport, Molson is currently creating an APP team to represent Quebec in international matches. APP Scouts are selecting the 18 party pros from all Molson Dry APP Circuit parties to represent their province at their favourite sport. The first international fixture of APP TEAM QUEBEC will be in Prague, March 2009.

Click on the image below to play the video.


The Under Pressure ad was developed at Cossette Montreal, by executive creative director Patrick Beauduin, creative director Jonathan Rouxel, copywriter Neil Frisby, art director Jonathan Rouxel, agency producer Jeannic Larocque, account director Bruno Lemieux.

Filming was shot by director Pierre Dalpé via La Fabrique d’images with director of photography Christopher Sargent, executive producer Barry Bittle, and producer Stéphane Raymond.

Editor was Scott Thiesen. VFX was developed at Fake Studio, Montreal, by VFX supervisor Martin Lipmann, CG supervisor Christian Paradis.

Sound was designed at Sonart Montreal, mixed by Yan Dal Santo. Music was produced by Jason Ciciola at Apollo Studios, Montreal.