The 40-second TV ad remains rooted in the classic visual world of the Continental Riviera in the 1960s and emphasises Stella Artois 4%'s smooth nature. The commercial breaks this evening and runs until the end of the month.
The outdoor comprises two posters designed by film illustrator Robert McGinnis who was behind the iconic 60s James Bond, Breakfast at Tiffany's and Barbarella posters. McGinnis, a Stella Artois fan, was persuaded to come out of retirement to create the campaign.
The outdoor campaign will support the TV theme by communicating the ‘La Nouvelle 4%' message using a creative approach that is set in the 1960s. Two classic images with a retro feel include a close up branded Stella Artois chalice and Stella Artois 4% can.
It will run nationally on 2,500 large formats and 2,500 six sheet poster sites for two weeks and will include a number of premium and large formats and roadside sites.