The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

May 13, 2011 | 1 min read

Stella Artois’ TV campaign to promote its premium 5% lager, directed by Wes Anderson and Roman Coppola, has hit UK screens.

Created by Mother, the ‘Le Apart-O-Matic’ advert utilises sixties inspired cinematography techniques and emulates the period in its style and features the end line ‘She is a thing of beauty’.

The advert was originally premiered in Canada in 2010 with the roll out following a campaign to promote the brand’s 4% lager and an international competition, as well as the launch of Stella Artoise Cidre.

James Watson, marketing director, Stella Artois Western Europe, commented: “Stella Artois is famed for its award winning advertising, but we’ve raised the bar even higher with Le Apart-O-Matic. It characterises Stella Artois perfectly with its cool, sophisticated and witty storyline that we already know consumers love with over 150,000 having watched the video to date – probably with a chilled glass of Stella Artois in their hand.”

The ad will launch with an extended 60 second version and then run nationally through out May and June.

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