Feel the Heartbeat of this German Pilsner

The new TV ad for the Veltins brand lets the viewer feel what joie de vivre and enjoyment mean beyond everyday life: shared experiences, enjoying the highlights with other people to the fullest. The 30-second spot, which was created by Hamburg-based creative agency thjnk, makes it clear what distinguishes fresh Veltins: it is about joie de vivre, about character, about honesty. 

"Passion is what connects us. Fresh Veltins,” is the campaign slogan. The film encapsulates this. The first few seconds focuses on Germany's favourite sport, football, dedicated to Schalke in, of course, the Veltins Arena. These are the moments that anyone who cares about football can feel, when the ball nears the goal through fast passes on the pitch: Pure emotions, honest feelings, then the image of the radiant Veltins Arena. Underpinned by an audible heartbeat. 

"We deliberately focus on brand-connecting moments of adventure that are unmistakably and brilliantly staged in cinematic brilliance," says Veltins marketing director Herbert Sollich, describing the launch of the new TV ad. 

It continues with passion - passion for riding a motorcycle together, for meeting friends, a rousing music event or sitting around an evening campfire. "The sequences combine the favourite wishes of the people, if they are looking for the community experience - and fresh Veltins is always at their side!" says Herbert.

"Unlike other premium brands, we do not want to raise our brand, but to be sympathetic and approachable for the people. This self-understanding keeps Fresh Veltins competitive," says Herbert. 

The TV spot builds a bridge to sponsorship engagement, bringing viewers directly into real life occasions where people can experience the brand. 

The spot will be flanked by cinema, online, radio, print and PoS executions. "We are updating what the consumer feels about our brand today and are consequently building on the communication threads of the past," adds Herbert.