Stella Artois urges people to enjoy life in its latest ad, part of a new global marketing campaign, that introduces a new tagline: “Joie de Bière”.
The film, created by agency Mother, New York, and titled “Pockets”, is set in a place called “Le Village de Stella Artois”, which is inspired by the brand’s hometown of Leuven, Belgium, and tells the story about how pockets, described as “an incredible, groundbreaking invention that helps people take a break from their phones” were invented. The spot follows a man talking on two mobile phones on his way through the town, where people seem to enjoy life distraction-free, judging by the juxtaposed scenes, holding their phones in pockets, some of them very fancy. When he enters a bar and asks for a beer, he realizes he has no choice but tuck his phones into pockets to be able to grab the glass. It is thus that some tailors, who are seen throughout the ad using their sewing machines, made a real business from adding pockets to clothes. “So why let life keep you from enjoying life? Stella Artois. Joie de Bière,” the voiceover says at the end of the spot, which features a cover of Billy Idol’s “Dancing with Myself”.
The campaign, set to run in 19 countries, including the U.S., will also include pop-up ads that say “don’t click on this banner ad” and the addition of an extra hour to happy hour at select bars, where the brand will promote “Don’t Rush Hour”.