TORONTO - Molson-Coors Canada is taking down billboard ads in British Columbia that take a jab at Toronto residents.

The ad for Coors Light beer declares the beer is "Colder Than Most People From Toronto."

Coors Light brand marketing manager Adam Moffat says there was no intention to offend anyone but Molson-Coors admits they "misfired on this one."

Moffat says enough people have expressed their displeasure with the ads that the company has decided to take them down.

He says about 30 or 40 people phoned or emailed complaints Tuesday, but the company has also been monitoring comments online, including on the networking site Twitter.

Moffat says he has been fielding media calls from across the country about the ads, and the company apologizes to anyone who was offended by the ads.