Grolsch: advert-top-1 by VCCP

VCCP selected Forever’s Charlie Robins to shoot a cinematic spot for Grolsch, which makes great use of his music video heritage and observational eye.

The film is set in what could be a warehouse or indeed a gallery space with a snoozing attendant on hand. As we journey down a corridor the low reverberating hum of music rises as the sound of high voltage cables come to life. The sleeping attendant is oblivious to the increasing volume. The building sense of anticipation heightens as we finally enter a wide-open space with our hero bottle at its centre.

This is not your average bottle though, but one made of pulsating cables, wide sub bass speakers and neon lighting. The music and power emanating from the bottle reach their crescendo as the camera moves up the structure before the famous bottle top bursts open releasing the full power and invigorating strength of Grolsch. The final strap line rises posing the question ‘Sound or Sculpture?’ The film becomes an abstract representation of an actual night out and the popping of the lid presents that moment when a night just perfectly comes together.