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180 Kingsday’s New Campaign for Amstel Russia Gets ‘Serious About Beer and Friendship’




In a year that’s been marked by discussion around gender roles and with headlines on ‘toxic masculinity’ - Heineken’s Amstel® beer sees a return to the more traditional values around men and male friendship. Exploring what it means to ‘Hold my Beer’ - Amsterdam based 180 Kingsday presents a poignant new campaign for Amstel® Russia.

It’s not a well known fact, but Amstel® beer was born in 1870 by the friendship of two Dutch men, Mr De Pesters and Mr Van Marwijk Kooy - who wanted to share a better quality of beer together. Owing to their real friendship – and their dedication to uncompromising quality - they created a revolution of sorts in the brewery industry. They extended the time of brewing up to 20 days and added the important ingredient to the recipe – the time. The quality of Amstel® is time-proved as well as the true friendship. Today people enjoy Amstel® beer in more than 100 countries including Russia.

New TV commercial ‘Hold my Beer’, is set in a charming European village, where an incredible act of friendship is portrayed in a bittersweet and humorous film.

As two friends enjoy a beer, one asks the other to hold his glass while he goes to the bathroom. Unfortunately it appears that the bathroom he stepped into was on a boat heading out to sea. His friend stands waiting patiently - like a true friend should. Holding both their untouched beers. Day after day. Season after season. The villagers help him eat, read, watch football and stay awake while he does his best to not drink his Amstel - an almost impossible feat. Several months later his friend then reappears - utterly astounded that his best friend is still standing - holding his untouched Amstel. A true act of serious friendship, for a seriously good beer.

Kalle Hellzen - ECD at 180 Kingsday said 'The simplest ideas are often the most engaging - and ‘Hold my Beer’ is one of those. We're really proud on how this latest iteration of our 'Serious About Beer and Friendship' platform continues to build a distinctive and premium charm, humour and relevance to the brand. And on top of it all, it was a pleasure to work with the team in Moscow on this campaign.'

The campaign was shot by acclaimed director Justin Reardon, of Budweiser Whasssup fame, and the spot captures the essence of Amstel's premium heritage in a way that is both funny and touching. The film is filled with great scenes and humour - brought to life by a fantastic cast.

‘Hold my Beer’ is the second film in 180 Kingsday’s 'Serious About Beer and Friendship Since 1870' communication platform. Last year’s ‘Pass it On’ established the brand's premium position in Russia.

CREDITS:
Agency: 180 Kingsday

Production:
Production Company: Bas Production
Director: Justin Reardon (c/o Double Agent, London)
Line Producer: Alenka Protic
Production Manager: Kristina Mersak
Director of photography: Matyas Erdely

Editor: Fiona Fuchs

Music Company: Sizzer Music, Amsterdam

Sound Design: Stainless Sound, Amsterdam
Sound designer/mixer: Nick Smith

Post Production: MPC, Amsterdam
Post producer: Kayleigh Dugdale

VFX Lead: Ricky Weissman

Colourist: Toby Tomkins @ CHEAT, London

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Miller Lite and Jason Witten Surprise Dallas Football Fans with a Beer Delivery



New video from DDB Chicago shows football legend Witten trading in his jersey for a delivery uniform.

Beers are here! To kick off the football season, Miller Lite partnered with former tight end and longstanding Miller Lite fan, Jason Witten, to surprise select diehard Dallas football fans with beer deliveries at their homes.

“Miller Lite believes in celebrating and rewarding fans because not only are we football fans at heart, but we’ve enjoyed almost 30 years as the official beer of Dallas football,” said Anup Shah, Vice President, Miller Family of Brands. “We chose loyal fans who hold true to their love of the game, their team and their beer. When Jason Witten arrived at their door in his Miller Lite gear to surprise them with ice cold beers, the reactions were priceless.”

DDB Chicago created a video of Witten’s “Beer Delivery” experience for fans that’s now live on YouTube.

“This was a perfect way to kick off the season,” said Witten. “For me, it’s always been about the fans. They deserve to be celebrated, so when Miller Lite offered me the chance to surprise some of the most loyal Dallas football fans, I couldn’t turn it down. Plus, I got to enjoy a couple of Miller Lites along the way.”

Witten surprised three different viewing parties in the Dallas–Fort Worth area on a Sunday during the football pre-season. Although fans knew they were being filmed by Miller Lite, they had no idea that Witten would be arriving at their door, cooler in hand. Highlights of the video include fans’ surprise reactions to Witten’s arrival, a group running a football play with him, and one fan declaring, “oh my gosh, we just drank a Miller Lite with Jason Witten.”

Miller Lite is The Only Beer of the Dallas Cowboys, and has been a Sunday staple for football fans for years. With only 96 calories and 3.2 grams of carbs, Miller Lite is the perfect beer to enjoy as you watch games on football Sunday.

MILLER LITE “BEER DELIVERY” CREDIT LIST

Miller Coors, Brand Team
Anup Shah, VP Miller Family of Brands
Sheryl Rosa, Activation Marketing Director
Caroline Flood, Associate Marketing Manager
Kirby Nardo, Senior Manager, Marketing Communications

DDB Chicago, Creative Agency
Ari Weiss, Chief Creative Officer, DDB North America
John Maxham, Chief Creative Officer, DDB Chicago
Diane Jackson, Chief Production Officer, DDB Chicago
Myra Nussbuam, SVP Group Creative Director
Nick Stoner, Associate Creative Director
Nick Howard, Associate Creative Director
Jason Cohen, Copywriter
Sarah Berkley, Art Director
Keith Jamerson, Executive Producer
Adam Battista, Sr. Producer
Kiska Howell, SVP Group Account Director
Sara Abadi, Account Director
Katelyn Ledford, Account Supervisor
Katie Sullivan, Account Executive
Patrick O’Rouke, Strategy Director
Darren Allison, Sr. Strategist
Nicholas Papaleo, Senior Sound Designer, DDB Audio
Cameron Aper, Audio Producer, DDB

Olson Engage, PR Agency

Gifted Youth, Production Company
Sergio Cilli, Director
Anthony Ficalora, Executive Producer
Dal Wolf, Managing Director

Optimus, Post Production Company
Mike Berg, Editor
Jenny Schaye, Edit Assistant
Tracy Spera, Executive Producer

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