The World Cup might be a big deal for most lager brands - but Stella Artois is doing something reassuringly different. Instead, its new ad whisks us to Wimbledon and golf’s Open Championship - far classier affairs.

We’re invited behind the scenes of the tournaments to see the perfectionist approach of the organisers - and to draw parallels with the production of Stella, naturally. But in case you get bored of that, we also take in the Cannes Film Festival, where the brand’s glamorous credentials are polished in a way sportsfolk can’t quite manage.

From the Arvo Pärt-inspired soundtrack to the superb photography and exclusive events depicted, the ad reeks of ‘premium’. This is Stella doing what it does best.