Boddingtons renews partnership with Melanie Sykes for digital ad

18th October 2017

The original Boddingtons star, TV personality Melanie Sykes, is back in a new digital advertising campaign for the AB InBev-owned brand, more than 20 years after the original adverts first aired.

Launching Wednesday 18 October, the new digital advert, sees the return of the ad's original Director, Danny Kleinman, and the same sense of nostalgia and spoof humour made famous by the Bitter's memorable campaign, albeit with a modern twist for today's audience.

Titled 'Tour De Formby', the campaign is a parody of a contemporary sports ad, with a nod to the brand's famous Northern heritage. Featuring close-up shots of cycling Lycra, flexing muscles and a motivational voice-over, the viewer is initially led to believe that they are about to watch an elite cyclist embarking on an epic challenge.  It's only when the serious tone is interrupted by Melanie's well-known Northern accent that the viewer realises that they are in fact witnessing an average, middle-aged man on a mission to transport Melanie up a steep hill in a Tuk Tuk in time for last orders - so she can enjoy a refreshing pint of Boddingtons bitter.

Melanie Sykes said: "Shooting the new ad with Danny and Boddingtons was so much fun.  It brought back really fond memories from working on the original ads, which I know hold a lot of nostalgia, not just for me but for many people. I never thought that anything could match up to the first time round, but I think this one could well be my favourite. I'm so happy with how it turned out and really can't wait to hear what other people think."

Aina Fuller, UK Marketing Manager, Boddingtons, commented: "Boddingtons is a nationally treasured brand, known for its legendary ads, which is why we're so excited to launch a brand new campaign today. It's been fantastic to reunite the old dream team of Mel, Danny and Boddingtons. We wanted to create something that captures the old magic each team member naturally brings, with the cheeky humour that Boddingtons is known and loved for.  We are thrilled with the end result!"

Currently brewed in AB InBev's Magor, South Wales brewery, Boddingtons is a golden, full-bodied and malty bitter, renowned for its smooth, creamy finish. It has been enjoyed by beer drinkers in England for more than 200 years, and is now exported to 20 countries worldwide, including the US, Brazil and Japan. Brewed to 3.5% ABV, Boddingtons also forms part of AB InBev's portfolio of low and no-alcohol beers, which, as part of the brewer's Global Smart Drinking Goals, will make up. 20% of its global volumes by 2025.

The new Boddingtons advert can be viewed here:

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