Diageo Ireland and DDB are launching a campaign for bottled beer brand Budweiser in a “ground-breaking” new ad set to hit screens today.

The soundtrack features The Hours’ cover of the iconic Beatles hit All Together Now in an ad – named ‘Lyrics’ – the companies claim will invoke feelings of “hope and optimism” in consumers.

“In this day and age, it’s critical that brands entertain and capture people’s imagination,” said Garbhan O’Bric, head of marketing communications at Diageo Ireland.

“Budweiser has a history of iconic advertising and with Lyrics we’re continuing this legacy. This campaign is about Budweiser getting back to its roots – a timeless brand truth, simply told in a timely way,” he added.

“The beauty of Lyrics is not only the complexity and depth of the detail of the shoot but also that it was shot as a real-life example of Budweiser’s belief that great things really do happen when we get together,” said Jeremy Craigen, executive creative director at DDB.

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