Albert Bartlett impressed recently with a campaign featuring ballet dance in one of its potato sheds – now Estrella Damm has a similarly movement-inspired ad.

Called ‘Soul’, the underwater ad aims to reinforce the brand’s commitment to protect the oceans. In ‘act one’, we see Canadian dancer Claire Friesen performing a series of beautiful moves, like a particularly limber mermaid.

But reams of plastic and billows of pollution enter the frame, and her movements become restricted. Soon she falls, apparently lifeless, to the ocean floor. Text asks: “If we love our way of living, shouldn’t we protect what makes it possible?”

It’s sobering stuff, and rather jarring to see a beer brand’s logo appear at the end, rather than some kind of environmental group. But that only serves to increase its impact.