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  • Amstel, the premium 4% bier brand from Amsterdam, has launched a bold, new TV commercial and above the line campaign to encourage people to come together
  • Entitled Bridges on Bridges, the new advert sees Hollywood legend Jeff Bridges cast as a human bridge in Amsterdam
  • Watch the 60 second TV commercial here –

Airing 3rd May 2019, Amstel is set to launch a bold, new TV commercial starring Hollywood legend Jeff Bridges as the lead role – a human bridge! – encouraging people to come together and connect over a golden bier.

Entitled Bridges on Bridges, the advert features a gigantic Jeff Bridges literally becoming a human bridge, with his arms connecting both sides of the canal for the people of Amsterdam to come together.

Since Amstel was first brewed in 1870 by two friends who wanted to share a better bier, the brand has always stood for fostering friendships over a bier. The latest ad is no different, encapsulating these brand values and demonstrating why life is more interesting and rewarding when we come together and strive to bridge those gaps that would otherwise keep us apart.

The new advert will form part of a £7million campaign running from May to August 2019 across TV, cinema, video on demand and digital channels, reaching 83% of all adults in the UK throughout its duration. The campaign will also be brought to life through Amstel’s biggest ever in-store activations and a PR campaign centred around the role pubs play in bringing people together throughout the UK.

Star of the ad, Jeff Bridges, comments: “Bridging differences, now that’s something we really need to do. I’d love this spot to encourage people to come together.”

Nic Casby, Brand Director at HEINEKEN, adds: “As a premium beer brand, we wanted to create an advert that got people talking whilst sharing our brand values and point of view. Amstel’s second TV advert, Bridges on Bridges, does just that, by illustrating the power of bridges to bring people together. When we thought about the most famous bridge who brings people together, there was only one bridge, Jeff Bridges.

Amstel remains the fastest growing Mainstream Premium 4% brand, with a +70% growth YOY[1]. This growth is driven by the brand being increasingly popular with younger drinkers, Amstel over-indexes with younger shoppers (aged 18 to 34) vs the Mainstream Premium and Total Beer categories. This performance has been crucial in rejuvenating the Mainstream Premium Beer category which has historically struggled to recruit younger drinkers.

Written by Matt Fitch and Mark Lewis from adam&eveDDB, directed by Tim Godsall and produced by Anonymous Content, Bridges on Bridges will air on 3rd May 2019 during Gogglebox at 21:00 on Channel 4.

[1] Nielsen, MAT 06.04.19, Total Coverage Sales Value

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