Amstel Imagines a Charming Village Where Everybody Knows Your Name

First Russian Work by 180 Amsterdam Is All About Beer and Buddies

By Angela Doland. Published on Jul 07, 2016

Editor's Pick

Amstel Russia's new spot is set in a European village of cobblestones, twisting roads and laundry hung out to dry; everybody seems drawn from central casting, from the mysterious woman on a motorbike to the grizzled fisherman in a yellow mackintosh. It's all a bit quaint, but it's charming nonetheless.

The concept of the 60-second spot is that some guys in a pub want to get a beer to their buddy Alex, who's stuck at work in a suitably picturesque location that isn't revealed until the end. (In case you were worried that Alex was drinking on the job, fear not: Close inspection of the label shows it's actually non-alcoholic Amstel.) Friendly villagers conspire to make sure Alex gets his beer, passing it along from pub to motorbike to boat.

The spot was created by 180 Amsterdam and directed by Björn Rühmen at Blink. According to the agency, this is its first major work for Heineken Russia since winning the pitch late last year. Amstel Premium Pilsner, a Heineken brand, was launched in Russia in 2011. The agency says it was asked to reposition the brand "as a premium European beer whose drinkers are a little more mature in their life choices, their friendships and their choice of tipple."

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Jul 07, 2016
180 Amsterdam
Chief Executive Offier/President:
Al Moseley
Managing Director:
Stephen Corlett
Executive Creative Director:
Dan Treichel
Executive Creative Director:
Dave Canning
Art Director:
Ed Ryder
Francesco Grandi
Executive Producer:
Bethany Papenbrock
Creative Planner:
Ben Armistead
Account Manager:
Jim O'Regan
Björn Rühmen
Production Company:
Blink Productions
Director, Photography:
Justin Brown
Patrick Craig
Executive Producer:
Ben Sharpe
Production Designer:
Steve Summersgill
Editorial Company:
Trim Editing
Thomas Grove Carter
Jemma Daniel
Harriet Crawley
Online Facility:
Electric Theatre Collective
Serena Noorani
Toby Tomkins
Online Facility:
Lily Cleasby
Recording Studio:
Music Company:
Sound Designer:
Henning Knoepfel
Director, Marketing:
Jonnie Cahill
Marketing Manager:
Viktoria Lebendinskaya

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