Scottish & Newcastle UK has unveiled its latest advertising concept for Kronenbourg 1664, repositioning it as 'the lager worth taking time to savour'.

The advert, which breaks nationally on 28 August, opens in a bar where a man orders a pint of Kronenbourg and then moves towards a group of friends and a vacant seat nearby, only to be beaten to it by another drinker. This sets him on a long search for a seat throughout the city. He eventually finds an empty chair in an art college where he can sit and take time to enjoy his pint, but when the camera pulls away it becomes clear that the price he has had to pay is to pose naked for an art class.