Amstel Russia turns the stock pub phrase 'hold my beer' into a saga of enduring friendship

Amstel’s latest spot for the Russian market is a testimony to friendships formed over a pint or two, and the lengths one mate will go to when devoutly keeping a promise to hold another’s beer.

In the film, two modern day blokes meet at a pub in an unspecified cutesy European location. One asks the other to hold his beer while he heads to the bathroom, however a misstep leads the toilet-goer onto a boat and off to sea.

Months pass and the seasons change, yet the accidental seaman’s friend continues to wait while holding the beer. His charge soon turns him into a local attraction; the villagers feed him and frighten away gathering seagulls while he manages to abstain from sipping the Amstel.

Finally, his friend reappears after his oceanic adventure, and the two pick up exactly where they left off.

The creative was inspired by the real-life friendship of Mr De Pesters and Mr Van Warwijk Kooy, the Dutch creators of Amstel, and is the second from the brand’s communication platform ‘Serious About Beer and Friendship’, which was devised by Amsterdam shop 180 Kingsday.

The director was Justin Reardon, the man behind Budweiser’s famous ‘Whasssup’ campaign.

'The simplest ideas are often the most engaging – and ‘Hold my Beer’ is one of those,” said Kalle Hellzen, executive creative director at 180 Kingsday. “We're really proud on how this latest iteration of our 'Serious About Beer and Friendship' platform continues to build a distinctive and premium charm, humour and relevance to the brand.

“And on top of it all, it was a pleasure to work with the team in Moscow on this campaign.”

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