Beer brand Amstel – founded by two friends in 1870 – reckons ads for its category are mostly to blame for corny, “unrealistic” images of friendship, and has come up with an interesting remedy.
A video promo skewers some of those acted moments – including a bunch in generic football attire cheering a goal “for the 25th time” – before revealing a way to portray “authentic friendship”.
That’s via ‘Shot Without Permission’ – “a photographic project” designed to show “real friendship can’t be faked”. On the evidence of the video, this involves getting a shadowy snapper to hide outside bars and take covert shots of Amstel-enjoying mates. The results are great, sure… but the process looks undeniably creepy, particularly when young women are in the frame.
At least the brand checks in with the subjects of the photos to case they’re OK to use, right? Right? Er… well. If you’ve spotted yourself, you’re invited to email Amstel to “claim your usage fees”.
What could possibly go wrong?
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