Joie de Bière! Stella Artois is back with a witty new slogan, and a not-very-original mission: to get us to make time to enjoy life (and a Stella, obviously).

It’s taking a two-pronged approach. An online ‘experiment’ sees the brand giving away beer via a pop-up… in paper chalices. Inevitable leakages lead to passers-by asking for glasses, whereupon they are (rather smugly) directed to a nearby pub.

A more traditional-looking ad shows a busy-looking man (he’s using two phones) enter ‘Le Café’ for a snifter. Upon seeing various people meaningfully put things in their pockets, our hero holsters his phones and lives in the moment, joining in a jolly dance.

Neither ad is subtle - but at least Le Café seems welcoming.