AB InBev’s new blonde beer, Victoria, is a challenger brand to the world-famous Belgian beer, Duvel, which means devil in Flemish. To launch it, the company’s in-house agency, Draftline London, decided to confront its competition head-on.
The agency created Victoria, the angel, to challenge all the devils out there to try something new.
The commercial, Dare to be Good, was directed by directing duo, Wolfberg, through Hamlet, and is running on TV in Belgium.
Jan Kalvoda, one half of Wolfberg, stated, “I found this otherworldly mood interesting, mainly for the mysterious stylisation and the storytelling that gave us a lot of room to create a sort of fantasy world that our main heroine breaks into. Kind of what happens when you enter a place where the regulars are all the same, and all eyes are on you because you don’t fit in.”