Stella Artois has added a new commercial to its portfolio of “She Is a Thing of Beauty” adverts, which are revolving around the brand’s commitment to the 60-s era. The funny spot was created by acclaimed American directors Wes Anderson and Roman Coppola, who first collaborated on The Darjeeling Limited film released in 2007.
The new ad has been aired on the U.S. channels before coming to other countries. The fresh vision of the two directors, known for their dedication to the indie cinematography, was just what the brand wanted to see in the new chick advert. The commercial features a guy and his date: they enter his apartment—styled just as those in French movies of 60-s— equipped with hidden mechanisms, which turn on the lights and TV, move the furniture, open the doors and so on. When he leaves the room for some time, the girl starts playing with the panel of controls. In the end, she gets swallowed by the revolving sofa, and instead of her, a just-poured glass of Stella Artois beer pops up. The poor thing is calling out her bf’s name from inside the ‘aggressive’ piece of furniture, but the only thing he sees is the glass to which he says, “Mon Amour.”
The directors also have rich work experience in the advertising industry. Coppola has shot iPad App demo for The New Yorker magazine starring actor Jason Schwartzman, as well as an ad promoting Chloe fragrance and featuring model Raquel Zimmermann. Anderson created a series of commercials for AT&T in 2007.
AdAge reports that the idea of the new spot was developed at Mother, which has been creating the advertising content for the brand, and executed by the directors. “They [Anderson and Coppola] brought the look and feel of the sixties, the vision of the hero and the woman, the casting and the wardrobe,” commented Jorn Socquet, global brand director for Stella Artois and Beck’s at Anheuser-Busch InBev. “We were really happy to have Wes and Roman on board. We wanted to set this brand and this film in a 1960s French film world and there’s a lot of that influence in Wes’ work. Also, Roman is a gadgets fanatic, so it was truly the best combination of talent to direct this commercial,” added Gustavo Sousa, global creative director at Mother.
Mr Socquet also announced a launch of the brand’s new ad campaign dedicated to the upcoming Christmas. Soon, they will launch a series of prints which will be followed by TV adverts, digital content and branded events in December.