[Video courtesy of CBC News]

“Should we do this?”

That’s the question one snowboarder asks his friends as they decide to ski out of bounds without packs, avalanche equipment, or any clue as to where they are going in a news Coors Light advertisement spot. Luckily, the skiers and snowboarders end up at a helicopter landing zone and are whisked away from the powder-filled trees of Shredville, Canada to the snow-capped peaks of the high alpine.

“Will you brave going out-of-bounds?”– Coors Light Ad

So far, North Shore Rescue and various other search and rescue outfits are taking aim at the beer company for promoting reckless and dangerous backcountry skiing practices. The leader of the North Shore Rescue, Mike Danks is one of those people who’s understandably upset by the ad. In an interview North Shore News, Danks told one reporter, “[the commericial] works against everything our education is trying to accomplish.” Not only is the ad reckless said Danks but it pours salt in the proverbial wound for those people who have lost friends and family in the backcountry.

“I think once the public finds out about this, they’re not going to be happy – especially the ones of family members who have gone out-of-bounds and not returned.” – Mike Danks, North Shore Rescue Leader

The ad was engineered by independent creative agency, Rethink based out of Vancouver. Rethink has not responded to North Shore News’ requests for comment.

Find the entire North Shore News article here: Coors called out for encouraging out-of-bounds skiing