Cultural difference from the tap.

A pint of cultural difference. A shooter of good taste.
When it comes to cultural disparities, you often find yourself on the creative super highways... But also on the verge to lose some of your international audience by communicating on too local an insight, or even get into dangerous ethical considerations.

This commercial for Molson Canadian beer actually managed to capitalise on collective memories, habits, customs... without falling in the dangerous path of nationalism and racism.
So Bottom up. And hats down.