Serviceplan Campaign International has unveiled its first work for AB InBev’s Beck’s, which promotes the beer as an ideal companion to ‘legendary’ moments such as festivals, campfires and surfing trips.
Created at the agency’s House of Communication in Hamburg for Becks’ German audience, the ‘You make it legendary’ campaign will encompass TV and cinema spots, POS marketing, online activity and experiential marketing at festivals. The ad, which was released today (8 May), is accompanied by a song entitled ‘Legendary’ from US rock and blues band Welshly Arms.
Beck’s hopes to target ‘young, urban beer drinkers with a thirst for discovery’ with the ad and overarching campaign.
Susanne Koop, marketing manager at AB InBev Germany, said: " We would like to show that every moment can become something very special, but only if consumers make an active contribution, which puts the spotlight on them. The new Beck's spot therefore not only shows images of the loneliest places on earth, but also tells stories about people and their personal moments.”
Markus Kremer and Thomas Heyen, creative directors at Serviceplan, added in a statement: "Working for such a prestigious brand is simply fun; there's not many brands that can pare down the advertising to that extent and let emotion speak for itself. The campaign is based on a simple and self-evident formula: without you, wonderful moments cannot be wonderful."