Back in 2017, media company Vice launched a beer brand to the surprise of many. Now a few years down the line it has enlisted Peep Show actor Matt King to create a buzz around the unveiling of larger cans of Old Blue Last beer in the UK.
King, an actor and writer who plays Super Hans in Peep Show, presents 'SuperCans', a video attracting summer beer drinkers to a new ‘tall boy’ can variant.
The campaign touts the fact the 'SuperCans' increase the volume of beer per can by 33%. US readers may note the larger cans have been in circulation in that market for a while. Vice claims it learned that the "larger format cans soon became ubiquitous across gigs, clubs and dive bars" due to easier pint spillages of smaller cans.
Accompanying a minute-long spot will be several shorter 20-second spots, honing in on 'Mates’ Rates' delivery and 'First Round On Us' themes.
The beer has partnered with DHP - the third largest venue owner in the UK - to make the stock available across its network, launching 1 May at Highbury’s The Garage.
Special events will follow in London, Birmingham, Brighton, Bristol, Manchester and Nottingham.
Vote for the spot in The Drum's Creative Works below.