Agency 180 Amsterdam created this :60 TV spot for Amstel Russia. Titled “Pass It On” and directed by Bjoern Ruehmann of Blink Productions in London, the commercial represents the start of the Serious About Beer and Friendship campaign, celebrating the spirit of friendship, which has existed ever since the beer was created by two friends in 1870. It is the first major piece of work for Heineken Russia to be created by 180 Amsterdam since winning the business in a competitive pitch, in late 2015.
Breaking across Russia starting this month, “Pass It On” is set in a timeless European village, rich in characters, humanity and charm. It depicts a group of friends ordering an Amstel for their absent friend and passing it along to him, via a chain of assorted townspeople on foot, bike, car, truck and boat.
Al Moseley, president and CCO, 180 Amsterdam, commented, “This is the sort of project that 180 Amsterdam loves. Getting under the skin of our audience with extensive research into the importance of friendship within Russian culture and turning that into a beautiful and charming campaign that elevates the brand to a new level.”
Client Amstel–Heineken Russia Agency 180 Amsterdam Al Moseley, president/chief creative officer; Dan Treichel, Dave Canning, executive creative directors; Edward Ryder, art director; Francesco Grandi, copywriter; Bethany Papenbrock, executive producer; Ben Armistead, planner. Production Blink Productions, London Bjoern Ruehmann, director; Justin Brown, DP; Patrick Craig, producer; Ben Sharpe, exec producer; Steve Summersgill, production designer. Editorial Trim, London Thomas Grove Carter, editor; Jemma Daniel, Harriet Cawley, producers. Online Edit Electric Theatre Collective Serena Noorani, producer. Finishing/VFX/Telecine Cheat, London Toby Tomkins, colorist; Lily Cleasby, producer. Music/Sound Soundtree Luis Almau, composer; Henning Knoepfel, sound designer.
Top Spot of the Week: Klick Health Delivers AI and Real-Life Hugs This Holiday Season
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick. The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs. “I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years. Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system. “There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More