Brand: Amstel
Agency: 180 Kingsday
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
Published: May 2018
Synopsis:
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.