In a series of social shorts, the ex-footballer is planted in the middle of an Alsatian field for the beer brand’s ‘Le Scarecrow Suprême’ campaign. He stops at nothing to protect the 1664 Strisslespalt hops from trespassers in a very modern fashion – for instance, employing the skills of a screaming lady named Alexa to frighten away birds.
All the while, Cantona holds a pint of Kronenbourg, which Alexa keeps dry from a downpour as the scarecrow himself gets soaked.
Devised by Ogilvy & Mather, the films will be served on Facebook and YouTube, and will also be available to watch on a bespoke branded Amazon landing page. Kronenbourg 1664 claims to be one of the first brands to have built this in partnership with the etailer.
Ifeoma Dozie, beer brand director at brand owners Heineken, said: “For the last six years, Monsieur Cantona has been bringing to life the eccentricities of the Alsace region, where we grow our wonderful Strisslespalt hops. This is probably his biggest role to date.
“As Scarecrow Cantona we will see a series of films in which Cantona delivers his inimitable style to the role.”