Amstel’s latest offering feels a bit like it was conceived during a brainstorming session at which lots of its beer was consumed. The brand is named for the river in Amsterdam… which has lots of bridges, err… Jeff Bridges?
It’s no poorer for this slightly shambolic conceit, though. In affable ‘The Dude’ mode, Bridges plays a giant, actual bridge, rhapsodising about how “togetherness is king” as people scamper and cycle across his manly shoulders.
In its silliness, it’s a great use of a big name, and is sure to get people talking. Plus there’s a fun kicker where Jeff nearly knocks a cyclist over with his pint, followed by a debate over how to pronounce ‘proost’ that wouldn’t be out of place in a Coen brothers film. A success! Though that’s just, like, our opinion, man.