The new Ice Bar ad features Jean Claude Van Damme as he goes about building his ice bar in the Rocky Mountains. With his bare hands and feet we see him at work, going back to his roots, pulling an ice sledge up the mountain face with just his mullet, and karate-chopping solid blocks of ice. He furiously chips away at a block of ice to reveal a jukebox, and kick-carves a bison head. We even see him laying out the finishing touches – an ice plant here, a fur rug there – before he steps back and admires his handy work: the finished bar.