Beer and friendship go hand in hand in advertising, but this new campaign for Amstel Russia takes that relationship to a whole new level of loyalty and dedication.
The humorous and poignant ad ‘Hold my Beer’ from Amsterdam based agency 180 Kingsday takes some of the inspiration from the brand’s history, which was born in 1870 from friendship of two Dutch men, Mr De Pesters and Mr Van Marwijk Kooy, who wanted to share a better quality of beer together.
The campaign is set in a charming European village, where two friends are enjoying a beer. One of them asks the other to hold their beer as they go to the bathroom, only to find himself in the middle of the sea as he steps out.
His friend meanwhile, patiently stands, holding the beer, braving the elements until his friend returns.
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.’
‘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 Company: Bas Production
Director: Justin Reardon (c/o Double Agent, London)
Post Production: MPC, Amsterdam
