Stella Artois is reinforcing its ‘Reassuringly Expensive’ message in two new TV commercials to appeal to a mix of audiences.
The adverts are part of a £40m marketing spend by Interbrew UK for the brand in 2005.
The 90-second ‘Ice-Skating Priests’ advert will run from today (May 14) until the end of the year, targeting key premium lager audiences aged 18 to 34. The ad illustrates the lengths people will go to for a Stella Artois, and underlines the brand’s continental heritage.
The second advert, ‘Bench’, which is shot in black and white, will initially be aired in arthouse cinemas.
The 60-second ad is designed to challenge the imagination of consumers with a humorous slant on classic films of artists such as Salvador Dali.
Stella announced last month that it would be enhancing its connection with film for 2005 with a summer programme of promotional activity.