Interbrew UK is set to step up promotional activity for Stella Artois with a £1m advertising push this summer.
The activity forms part of the brand’s Live Film campaign and includes three national press adverts that mix everyday scenes with well-known film characters and scenes from classic films, using the strapline ‘Classic Film Coming Soon to a Town Near You’.
One of the adverts, Town, depicts a typical street scene invaded by images of three Minis from the Italian Job, an American cab from Taxi Driver and three men in bowler hats from A Clockwork Orange.
The increased focus on Stella’s association with film is part of its Live Film campaign, launched in April this year.