Beck’s is Germany’s best-selling beer brand worldwide and the figurehead for German brewing. It’s an important part of the Anheuser-Busch InBev stable.
Serviceplan has been the brand’s agency partner since the beginning of the year, following a pitch, and the new campaign is its first collaboration.
The ad appeals to millennials, with its music video feel, lifestyle visuals, inspirational mottos and strapline, You make it legendary. Its aim is to update the brand and appeal to a generation that craves freedom.
The ad is set to the song, Legendary, by US rock and blues band, Welshly Arms. The Beck’s ship, the Alexander von Humboldt, puts in a guest appearance. The ship is, and has always been, an important anchor in the brand’s communication.
Markus Kremer and Thomas Heyen, creative directors at Serviceplan, explained, “Working for such a prestigious brand is simply fun. There aren’t many brands that can pare down the advertising to that extent and let emotion speak for itself. The campaign is based on a simple and self-evident formula: without you, wonderful moments cannot be wonderful.”
Susanne Koop, marketing manager at Anheuser-Busch InBev Germany, added, “Today, there are more options and more choice than ever before. As a result, consumers feel overwhelmed and sometimes tend not to make any decisions at all. We would like to show that every moment can become something very special, but only if consumers make an active contribution, which puts the spotlight on them. The new Beck’s spot therefore not only shows images of the loneliest places on earth, but also tells stories about people and their personal moments.”
The spot is running on TV as well as online, supported by point-of-sale and other marketing at the bigger festivals. Another attention-grabbing element of the campaign is a large inflatable at the Beck’s brewery in Bremen.
Agency: Serviceplan Campaign International
Executive Creative Directors: Markus Kremer & Thomas Heyen
Managing Director Consulting: Florian Klietz
Management Supervisor: Lars Holling
Creative Director Art: Sebastien Stabenau
Senior Copywriter: Sämi Sebastian Bouchareb
Senior Account Manager: Sabrina Schwartz
Managing Director Strategy: Alessandro Panella
Production company: Markenfilm Berlin
Director: Jack Driscoll
DoP: Lars Borges
Music licensing: Spark Marketing Entertainment
Music Artist: Welshly Arms