180 Kingsday: The world may be troubled but in the Amstel community friendship knows no bounds

How far would you go for a friend? Beer brands seem to have explored every engaging boy idea except this one. Now Amstel Russia owns it, thanks to a campaign by 180 Kingsday, that has just released its second commercial.

And mateship is an authentic part of the brand. Amstel beer was born in 1870 by two Dutch friends, De Pesters and Van Marwijk Kooy, who wanted to share a better quality of beer together. The friends worked out how to make beer better together, extending brewing time up to 20 days.

Both ads use hyperbole and humour to make their message entertaining and impressive. Warmth is built into the idea. That’s a win-win-win for the brand.

Kalle Hellzen, executive creative director at 180 Kingsday, commented, “The simplest ideas are often the most engaging – and Hold my Beer is one of those. We’re really proud of how this latest iteration of our Serious About Beer and Friendship platform continues to build a distinctive and premium charm, humour and relevance to the brand. And on top of it all, it was a pleasure to work with the team in Moscow on this campaign.”

The new commercial was shot by director, Justin Reardon, who also directed Budweiser’s Whasssup.