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In conjunction with the Coors Light Super Cold Summer, the brand is amping up its marketing support by rolling out new TV ads featuring entertainment mogul Ice Cube. The ads, titled “Cold Challenge” and “Cold Talk,” depict a stand-off between Ice Cube and Super Cold Activated Coors Light in a battle over who is colder. The first of the two commercials, “Cold Challenge” launches Monday, May 2, on a variety of TV stations during the NBA playoffs, including ESPN and TNT, and will be followed three weeks later by "Cold Talk." The Ice Cube spots will be in rotation on programming such as national sports, cable and entertainment media. Online buys include MLB.com; Break.com; ESPN.com; Facebook and YouTube. Both spots were created for Coors Light by Chicago-based commonground. See the teaser here