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Reassuringly extensive: Stella Artois to fill 12-minute ad break

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By The Drum Team, Editorial

May 19, 2011 | 2 min read

Stella Artois will take one of the longest advertising slots in UK television history on Sunday when it broadcasts a 12-minute spot on Film4.

The lager brand has cleared all the prime-time advertising breaks on the movie channel to show its short film King of Cannes.

The mini-biopic tells the story of the famous French film producer and bon-vivant, Jacques d'Azur, played by Gustavo Alvarez from Buenos Aires. He was chosen after a global online casting call to recruit a leading man.

It will premiere at the Cannes Film Festival before being shown on Film4 at 8.48pm.

Alexander Lambrecht, global marketing manager at Stella Artois, said: "This is the culmination of a two month search for the perfect leading man to fill the shoes of Jacques d’Azur.

"We’re thrilled with Gustavo’s performance and it was only right that we mark the UK premiere of the film by giving viewers a unique and exciting event which rewards them for their love of film."

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