Canada: A television commercial featuring Molson beer that aired in Canada and Vermont this past weekend appeared to be a company-sponsored ad. The 60-second spot tells of a bike messenger who wins a battle with Canada's version of the IRS over whether food used as his fuel should be a tax-deductible business expense, NYP Holdings News posted on October 13.

In reality, the commercial was an unorthodox and totally unauthorized sales pitch to Molson executives, who have put the brand's $30 million advertising account up for review. Vaughn Whelan, a veteran ad exec who runs a 12-person agency in Toronto, says the risky gambit was his way of gaining the attention of Chairman Eric Molson.

The closest he's come thus far is several phone conversations with Molson's receptionist.Whelan recognizes getting the account is a long shot, but he thinks his TV gambit was the right approach. "You have to make a lot of noise," said Whelan, who has spent part of his 20-year career coming up with ads for Molson competitor Labatt. "It's a great idea and it's the correct idea for the brand." The advertising world abounds with clever sales pitches, but Whelan believes his televised pitch may be a first.

Molson is looking for fresh ideas after losing market share and has opened the account to competitors. Four agencies are in the running, and Whelan at least not officially isn't among them.

15 October, 2004