This commercial shows several different scenes as we hear a voice over celebrate the 'unwritten code that Canadian guys live by. The voice over heroically describes these specific 'Canadian' things like feeling kind of bad reclining your seat in an airplane, being proud to know a girl who slept with a pro hockey player, filling your friends pint before your own, thinking that hockey tape can fix anything, and turning down a booty call in the playoffs.

The “grow a beard, support your team” creative not only captured the target audiences attention, but also allowed them to interact with the idea. By standing in front of a restroom mirror decaled with a beard, hockey fans could see what they would look like if they grew a playoff beard. This simple yet effective idea engaged and entertained the target audience. It also demonstrated Molson Canadian’s understanding of the game of hockey and the fans that exuberantly follow it.

During the campaign, bars were packed with bearded hockey fans cheering for their favourite team and drinking Molson Canadian, thus strengthening the brands bond with the game of hockey. In addition with so much beer being served, bars provided the media space free of charge.