Vacation is the best part of the summer, and to make the most of those non-vacation days during the season, it’s best to incorporate the vacation mentality into your daily summer life while enjoying a Stella Artois – according to actor and DJ Idris Elba.
Elba, who creative directed the ‘Summer Like You’re On Vacation’ ad, stars in it as well. He shows how to make the most of summer days, noting that all it takes is a fresh perspective.
“Vacation isn’t about where you are, it’s about how you see things,” he states just after hitting a golf ball from a New York rooftop to a bucket on another faraway building.
He then leans in to photobomb a selfie while stating that people don't need to wait for a vacation on the French Riviera when they can party on the ‘Hudson Riviera’.
“You just have to make home the place you want to write home about,” he says at yet another rooftop party stocked with Stella.
The ad is part of the brewer’s summer campaign, which kicked off with a Red Stella Cup plastic chalice launch.
The campaign is about putting Stella into real-life scenarios that resonate in the US, taking a more localized approach. Custom out-of-home (OOH) creative will encourage people to change their perspective on their hometown this summer.
For example, the OOH for NYC asks for people not to think of it as New York, but ‘Isla Del Manhattan’. For Miami, it’s ‘Cote de 305’ and for Philadelphia it's 'Vista Del-Phia'.
“Summer equals vacation and vacation means that you splurge on that better drink, that nice restaurant, you name it," saidPeter Van Overstraeten, vice-president, premium and super premium brands at Anheuser-Busch. "But vacations are never as long as we’d like them to be, so this summer we’re inspiring consumers to trade up to our premium European lager and embrace that vacation state of mind, all summer long."
The TV spot, created by VaynerMedia, is set in New York City and directed by Henry Scholfield. It also features a never-before streamed track produced by Elba himself.
As a resident DJ at one of summer’s hottest spots – Ibiza – he makes a convincing argument (with a wink and that trademark smile) that rethinking how you see wherever you are can give summer some added pizazz.
Stella is also hitting beer drinkers harder on social with a series of videos that aim to challenge consumers’ idea of “vacation” through scenarios that aren’t always what they seem, with the #SummerLikeVacation hashtag.
The 30- and 15-second spots will be broadcast nationally through the end of Summer 2019, as well as on digital and social platforms that appeal to the brand’s key consumer passion points of food, entertainment and lifestyle.
See the work by clicking on the Creative Works box below.