Velocity Cape Town Conjures Amstel Inspirations in New Campaign

As part of its successful launch of the newest contender in the light beer category, Amstel Lite will be releasing a trio of television commercials – the first one starting on Thursday, 18 September on all major TV stations across the country. 

Amstel Lite is the perfect beer for those go-getting, party-hopping, up-for-anything people who live life to the fullest. The payoff line “Make Your Play” is an invitation to these people to make the most of every moment and grab every opportunity that comes their way, and these new ads really bring this idea to life.

All three ads follow the journey of an Amstel Lite bottle from its creation in the Amstel Lite Factory to the moment it decides to make its play and catapult itself into the world. From this point on, the bottle creates three different opportunities for three different people, with the aim of helping them to make their play.

In the first one, The Barber, the bottle gives a barber the opportunity to turn what would have been an ordinary hairstyle into something really unique and interesting. In the second ad, The Romantic, the bottle helps a guy impress a beautiful girl and in the third, The Drummer, the bottle helps a musician find the inspiration he is looking for. In all three ads it becomes clear that a bottle of Amstel Lite is more than just a beer – it’s an opportunity waiting to happen.

According to Diederik Vos, Marketing Manager, “Amstel Lite is a light-hearted, fun beer that doesn’t take itself too seriously – it’s the lighter side of Amstel. So we really wanted this to come across in our ads. All three stories have a great energy that is not only enhanced by the upbeat music track but also by the personality we tried to give to each bottle. This was very important because we want consumers to see Amstel Lite as more than just a great-tasting beer – it’s the catalyst that can help them make their play.”

These new TV ads were created for Amstel Lite by advertising agency OwenKessel Leo Burnett and directed by award-winning director, Keith Rose of Velocity Films. The TV ads also feature the international hit song, “Down the Road” by C2C, which has over 16 million views on YouTube.

The TVCs will air on SABC 1, 2 and 3, eTV and DSTV from 18 September 2014, starting with The Barber. The Romantic will hit our TV screens next, followed by The Drummer. But before they do, Amstel fans will have had the opportunity to unlock the ads online and be the first to see them before the rest of the country.