“An International Icon and David Beckham.”
Footballing royalty David Beckham has partnered with Stella Artois at the expense of his ego in a hilarious video.
Beckham is the official ambassador for the Anheuser-Busch brand’s new A Taste Worth More campaign that intends to celebrate the brand’s premium taste and honor genuine moments of connection with friends.
The first ad, made by Gut Miami, shows Beckham is seen sitting down at a sleek bar and ordering a Stella Artois. Other r patrons are seen gazing wishfully in Beckham’s direction, leading viewers to believe they’re his fans. The athlete catches them eyeing him, but as they get up to presumably greet him, he’s met with a shock. They are far more eager to get their hands on a Stella Artois order that he was unknowingly blocking.
Clearly sensing his bruised ego, the bartender gives Beckham a pity smile as he shrugs off the encounter. Thus, the title of the brand’s campaign cheekily plays into the fact that a sip of Stella Artois is worth more than meeting the football legend at a bar.
The A Taste Worth More platform builds on Stella Artois’ iconic Reassuringly Expensive advertising campaign that helped define the beer brand internationally from 1982 until 2007. Its partnership with Beckham will help it tap into his massive fanbase and leverage his own legendary fame to give it more popularity in the market.
Richard Oppy, global vice president of the Premium Co. at AB InBev, said David Beckham was chosen as an official ambassador for the brand because, “Not only does he embody modern premium values, but he is also a beer consumer and Stella Artois lover – an authentic connection that builds strong partnership. This is a big moment for the Stella Artois brand that we believe can kick off a powerful wave of growth around the world.”
David Beckham’s commercial is part of a new year-long campaign and will run alongside digital and out-of-home advertising in the U.S., Canada, Argentina, Brazil, Chile, South Korea and South Africa.
