Amstel launches first ever TV campaign

20th June 2016

 Amstel is unveiling a new TV advert showcasing its Amsterdam provenance on screen during the England v Slovakia game.

Developed in the UK, the ad marks the first time the premium lager brand has advertised on television, reflecting significant investment focus from Heineken.

The ad tells the story of Jaap, the owner of Amsterdam’s smallest bar, and his dedication to turning it into Amsterdam’s biggest. Despite his bar only seating six people, Jaap spends his spare time collecting chairs. At home, he has over 400 chairs crammed into every nook and cranny. But for Jaap and his wife, living with so many chairs is worth it… because once every few years, when the canals freeze over, Jaap's tiny bar sprawls out onto the ice and becomes Amsterdam's biggest. It’s a place where the whole of Amsterdam comes together for an incredible time over a glass of Amstel.

David Lette, UK Brand director at Heineken said: “Amstel has seen double digit growth in the UK on- trade each year for the past five years and shows no signs of slowing down. This new TV ad, filmed in Amsterdam, will drive further awareness of the brand’s continental origins and showcase what we stand for, which is bringing people together for quality moments.  We are looking forward to maximising our partnerships in the on- trade to make the most of the increased consumer excitement around the engaging new TV ad.”

The new campaign can be viewed here.

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