The latest Coors Light U.K. ad features action flick favorite Jean-Claude Van Damme on an icy mountaintop comparing the experience of drinking Coors Light to the time his pants froze. "Have you ever seen a man-penguin walk after an intense mating session?" he asks in the monologue. "When a man's pants freeze as rock solid as mine -- let me tell you, my friends, even that was nothing compared to the ice-cold refreshment of a Coors Light."
The Coors Light U.K. ad was done by VCCP of London. See Jean-Claude Van Damme poking fun at himself below: