Labatt Blue Beer Commercial - 1990

In the 1990s, Labatt Blue's advertising evolved through several campaigns. Early in the decade, the brand continued using variations of its earlier themes, but by the mid-1990s, it introduced the "Now you’re laughing. Labatt Blue." campaign, which brought contemporary humor into its commercials.
One notable ad from this campaign features a man who encounters a grizzly bear while fetching beer from a cabin; he distracts the bear with meat and, upon returning, casually asks whose turn it is to clean the cabin—eliciting laughter from his friends.
A commercial titled "Now You're Laughing" from 1991 exemplifies this humorous approach.

Later in the decade, Labatt shifted to an aspirational tone with the 1997 tagline “It’s your call,” featuring young people discussing their future plans.
This was replaced in 1998 by “A whole lot can happen out of the Blue,” created by Toronto agency Ammirati Puris Lintas, which was well-received and helped Labatt Blue regain market momentum.
One of the most popular spots from this campaign was “Street Hockey,” depicting an impromptu game in downtown Toronto.
During this period, Labatt also increased its association with hockey, leveraging its NHL sponsorship through advertising and promotional giveaways like mini replica Stanley Cups and team memorabilia.