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Apparently Molson’s recent Coors Light campaign that pokes fun at Toronto has received a frosty reception. The approximately 30 billboards spread across British Columbia simply read “Colder Than Most People From Toronto,” and picture a can of Coors Light. However (and not at all surprisingly) the light-hearted jab was found considerably funnier by Vancouver natives than it was by people hailing from Toronto. The marketing firm behind the billboards concedes that they knew there was going to be controversy, and some critics of the campaign are contending the whole intent of the ads was to generate free publicity from newspapers and websites covering the controversy. If this happens to be the case, then we say well done. And, if not, we’ll just point out that getting bent out of shape over a joke isn’t usually the best way to go about proving you’re not “cold.”