It’s tough being premium right now and Stella Artois has been unashamedly upmarket from the 1990s until now with its platform, Reassuringly Expensive. Now, with the help of Gut Miami, the beer has become A Taste Worth More, and in its first campaign, that taste is even worth more than getting to meet David Beckham in a bar.

The humorous first spot in A Taste Worth More, is part of a year-long campaign by Gut Miami will also include digital and out-of-home advertising from JKR London. The campaign will run in in the U.S., Canada, Argentina, Brazil, Chile, South Korea and South Africa.

“While the Reassuringly Expensive line was pure creative genius – a great example of understanding consumer behaviour and then transforming it into powerful advertising with an irreverent twist – it was almost three decades ago and the codes of premium have changed,” stated Tim Ovadia, global vice president of marketing for Stella Artois. “Being ‘premium’ is no longer just about the price tag, brands now have to prove their worth to consumers at both an emotional and functional level.”