AB InBev and Mother, London, have launched a TV spot for Stella Artois in the United States, directed by Wes Anderson and Roman Coppola, through Moxie Pictures, London.
Set in Europe in the 1960s, the commercial features a young man bringing a girl home to an apartment equipped with all the modern conveniences of the era, from a revolving sofa to an automatic Stella Artois pouring machine. While the man is changing in the next room, his date begins to play around with all the switches that control his futuristic gadgets, and is thrown into a panic as they start up around her.
In the ensuring chaos she is swallowed into the revolving sofa and replaced with a freshly poured chalice of Stella Artois. Just then, the young man re-emerges in his new outfit. The girl calls out the guy’s name from inside the sofa, and for a second he thinks it is the Stella Artois that’s speaking to him. He responds with delight, opening his arms to receive the beer and saying “Mon Amour!”
The tagline: “Stella Artois. She is a thing of beauty.”
Gustavo Sousa, global creative director at Mother, said: “We were really happy to have Wes and Roman on board. We wanted to set this brand and this film in a 1960’s French film world and there’s a lot of that influence in Wes’ work. Also, Roman is a gadgets fanatic, so it was truly the best combination of talent to direct this commercial.”
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent.
But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather.
The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the L.A. area for other opportunities, unless there are enough job opportunities to sustain a solid living.
Now is the time when we ALL must support and bolster this community.
Production is needed in L.A., now!
Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the... Read More