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Ad of the Day: Beer52 goes against the grain with 'the world’s longest beer ad'


By Gillian West, Social media manager

January 25, 2017 | 2 min read

Edinburgh-based craft beer club,, has unveiled a 40-minute long ‘interactive’ ad to celebrate its collaboration with Stone Brewing Co.

Created by Grey London, Beer52’s Beer Buddy – played by comedian and actor Lee McQueen – chit chats, plays games and drinks beers over the course of 40-minute spot.

“We read that ad agencies are making commercials that are maybe five seconds long, on account of how short people’s attention spans have become,” explained Beer52’s co-founder, Fraser Doherty. “That told us everything we needed to know – we were going to go the other way and shoot what is probably the world’s longest beer ad ever.”

Members of Beer52 will receive the same set of beers that the Beer Buddy tastes in the ad this month, along with an invitation to join him. “He’s knowledgeable, he’s funny, but he’s also a bit weird and lonely,” comments director J Marlow, who dreamt up the Beer Buddy character along Grey creative Henrik Ridderheim.

Interspersed with surreal appearances from his housemate, the old lady next door and a takeaway delivery driver, Beer Buddy offers questions to his audience and pauses to give them the chance to answer, in the vain hope of getting to know one another. “He’s desperate to get to know you…really desperate,” added Marlow.

“If people keep watching, I’ll keep drinking,” Beer Buddy promises, leaving the chance of future episodes open.

Beer52: advert-top-1 by Grey London

By Beer52

Overall Rating 3/5

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Creative Creative Works Ad of the Day

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