Colder than Toronto's sense of irony

The rule used to be simple: making fun of the weak is mean, but making fun of the strong is expected.

It seems nobody told a few Torontonians that. Because their feelings were hurt, Coors Light has pulled this outdoor campaign from Vancouver:



This was just the latest in a long-running "colder-than" campaign that began with headlines like "Colder than Kim when you called her Kate" and has since moved on to regional variations:



The amusing part in all this, as the Vancouver Sun points out, is that the ad was actually created in Toronto by Draftfcb.

So, whatever happened to Canada's self-deprecating sense of humour? As one T.O.-based commenter on the CTV coverage noted, "People need to grow a backbone and stop whining so much."

...or at least get in on the fun. I'm just sorry I missed the deadline on Coors' colder than copywriting contest. I would've suggested something biting about Ottawa!