Stella Artois 4% Looks to Smooth Riviera of the 1960s In First Ever TV Advert.
Brewer InBev has appointed ad agency Mother to handle the global advertising account for its Stella Artois brand.
The agency, which earlier this year picked up the ad account to launch Stella’s new 4% variant, won the global business after a protracted two-way pitch against Publicis.
“We can confirm that Stella Artois has selected the agency Mother, to work on Stella Artois’ new global advertising campaign,” said an InBev spokeswoman.
The appointment ends a pitch process that begun in August after Stella Artois and ad agency Lowe parted company after 26 years, bringing to an end one of adland’s most enduring and creatively lauded relationships.
Lowe made Stella Artois famous with its “Reassuringly expensive” strapline and big budget cinematic ad campaigns.
Last month Mother launched a major ad campaign, including its first TV work for Stella, to launch the brand’s new 4% “smooth” lager in the UK.
The TV ad features a lothario on the French Riviera in the 1960s who makes a slick getaway after charming a bikini-clad woman.
This year also marked the close of Stella Artois’s 30-year relationship with the eponymous tennis tournament at the Queen’s Club in London in the runup to Wimbledon.
Lowe came up with the idea for the Queen’s Club sponsorship, but in recent years the Stella brand name has been dropped from the association.