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Labatt Blue and the Lost Art of the Niche-Sports TV Ad

  • October 11, 2022
  • Ned Morgan
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Here’s a retro ad—and a ski fad—we thought was lost forever.

Those of a certain age may remember grass-skiing offered at resorts in Canada in the ’70s and ’80s, but it was short-lived—superseded by the rise of more accessible green-season sports like mountain biking.

It’s too bad that the Labatt Blue grass-skiing ad blooper reel is probably lost forever—those skis look sketchy, and those skiers make it look way too easy. (You thought wiping out on snow was painful?)


Check out the ML podcast:

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A sidenote: three seconds of internet research revealed that grass-skiing never really went away. It’s still going strong, at least in Europe, mostly as a cross-training sport.

And how about another Labatt Blue ad from the same era, this one highlighting some deep-’70s parasailers tethered to a sailboat mast!

Feeling inspired by these ads, we packed some Blue cans on our latest paddling trip. Even on day three after everyone’s ice had melted, the easy-drinking pilsner—the world’s best-selling Canadian beer—went down smooth!

Labatts-Blue-SUP-Camping-trip
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Hiking with Children: Suffering Builds Character

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Back on the road with three generations, dancing lifties, best-on-planet pizza and elusive-but-exquisite pow days.
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Back on the road with three generations, dancing lifties, best-on-planet pizza and elusive-but-exquisite pow days.
Live It Up EP 24 is out now!
The Southern Interior region of BC holds an ecological cross-section of the province with alpine meadows, arid Douglas fir grasslands, damp cedar and hemlock forests of the Columbia Mountains and the warm expanse of Shuswap Lake.
Do Not Disturb mode activated ✅ #mountainlifer
Conceived by superhuman snowboarder @travisrice, the @naturalselection Tour highlights earth’s premier riders, from big-mountain mavens to Olympians, all competing on the most stoketastic—and unpredictable—terrain known to humankind.
Built upon a shared desire to enjoy, respect, and advocate for Alberta’s incredible landscapes, it was a natural fit for @elementsoutfitters to work with a local conservation organization @saltslandtrust to highlight the province’s rugged beauty and outdoor apparel to match.
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