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Ice Cube has signed on to be the face of Coors Light’s upcoming multicutural advertising campaign. Cube will be taking part in the brand’s attempt to broaden their customer base and edge out competitors like Budweiser.

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From AdAge.com:

Ice Cube will appear in ads by Chicago-based multicultural agency Commonground, in which he stares down Coors Light bottles in a battle of who’s colder. The spots hold promise of crossover appeal, judging by the spirited reaction last week by the overwhelmingly white, middle-age audience of distributors, who gave most of MillerCoors’ other new creative only polite applause.

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