New Stella Artois campaign begins
By Adnews Staff
A new global advertising campaign for Belgian beer Stella Artois has begun. The effort consists of two television commercials and supporting outdoor advertising. The first ad, called "Train," was produced by Lowe Roche Toronto. The 30-second commercial is set on an early 20th century train travelling through a mountain range. A bartender on the train attempts to pour beer for the passengers, but the motion of the train causes him to spill it. He leaves the car, then returns and proceeds to pour the beer without incident. The ad ends with an aerial shot that shows the car disconnected from the rest of the train. The ad's tagline is "Perfection has its price." The commercial is now airing in Eastern Europe. It will be released in Canada in July. The second ad, 60-seconds in length, was produced by Lowe Russia. Called "Circus," it shows a farmer training a piglet to jump through a ring of fire. As he sets off to join the circus, he passes a tavern serving Stella Artois. The ad ends with the farmer at a table drinking beer while the waiter adds pork to the tavern's menu. The same tagline is used. This commercial broke in English Canada the week of April 11 and in Quebec the week of April 18. It will also run in cinemas during May and July in Toronto, Ottawa, Montreal, Quebec City, Calgary and Vancouver. The outdoor campaign will consist of 13 billboards in downtown Toronto, 14 posters and kiosks in Ottawa, one billboard in Vancouver and 56 outdoor columns in Montreal. This component will run from late April to early September in Toronto, and from early May to mid-September in Montreal. "Stella Artois advertising has always stood out by using storytelling and epic themes to underline the lengths people will go to for a Stella Artois and this year's campaign continues to bring this theme to life an amusing and clever way," said Bob Chant, director of corporate affairs at Labatt Breweries of Canada. Labatt produces Stella Artois in Canada.