Boddington's Returns to Screens with Melanie Sykes After 20 Years

AB InBev unveils a brand new digital ad featuring original Boddingtons star, Melanie Sykes more than 20 years after the iconic Boddingtons adverts first aired.

Directed by the original Director, Danny Kleinman, the new video content aims to capture the same nostalgia and spoof humour of the beer’s most memorable campaigns, but with a modern twist for today’s audience.

Entitled ‘Tour De Formby’, the campaign is a spoof on a modern day sports ad, with a nod to the brand’s Northern heritage. Featuring close-up shots of professional cycling lycra, muscles flexing and intense stares into the camera, you are initially led to believe you are about to watch an elite cyclist embarking on his toughest challenge yet.  It’s only when the camera flashes a hairy bum crack and the serious tone is interrupted by Melanie’s famous Northern accent, that it is revealed we are not witnessing a top athlete, but an average, middle-aged man on a mission to transport Melanie up a steep hill in a Tuk Tuk in time for last orders.

Melanie Sykes said: “Shooting the new ad with Danny and Boddies, 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 around, 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 iconic 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 which captures the magic each team member naturally brings, with that cheeky humour that Boddingtons is known and loved for.   We are thrilled with the end result!”

Currently brewed in AB InBev’s Magor brewery in South Wales, Boddingtons is a golden, full-bodied and malty bitter, renowned for its moreish taste and 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.