Dutch brewer Bavaria is making a strong appeal to real men through the launch of a TV advertising campaign combined with sponsorship.

The premium lager producer is embarking on a six-month sponsorship of Sky Movies' film strand, Tough at Ten, kicking off with the film Batman Begins, which also marks the start of the brewer's Real Men marketing campaign. The four creatives feature Bavaria's 'real men', each showing a different character choosing to ditch a modern-day man task, such as doing the weekly shop, in order to enjoy a Bavaria with friends. "It is a tongue-in-cheek snapshot of today's lager drinker - men who are confident about their masculinity," said UK marketing manager Sarah Swainson.

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