STELLA ARTOIS will premiere a new television spot, “The Artist,” during the weekend on the 2013 ACADEMY AWARDS. The commercial will be seen nationwide during the live broadcast of the Oscars on ABC on Sunday, Feb. 24.
For Stella Artois, the ACADEMY AWARDS represent one stage in a larger Stella Artois campaign program celebrating the Chalice, the brand’s iconic glassware. Over the coming months, the campaign will evolve to feature an inventive mix of digital and traditional elements.
The ad tells the story of a glassmaker who handcrafts the Stella Artois signature Chalice and shows a master craftsman at work, finishing with an unexpected, charming twist and highlights the care and craftsmanship behind the iconic Chalice. Just as wines are poured into specific glasses to enhance the drinking experience, so too the Chalice is crafted for the optimal Stella Artois experience. From the curved shape that helps release the aromas of the beer as it is served to the elegant “star” stem allowing connoisseurs to keep their beer colder for longer, every detail has been crafted to offer a superior drinking experience. Stella Artois has a history of working with masters in their field, having collaborated recently with ANNIE LEIBOVITZ, who harnessed her legendary creative talents on a new “Timeless Beauty” campaign that was unveiled at the 2013 SUNDANCE FILM FESTIVAL.
“Stella Artois has long been a supporter of great film and an admirer of the craftsmanship of exceptional filmmakers,” said Rick Oleshak, brand director of Stella Artois. “We celebrate their work as a sponsor of iconic film festivals around the world, including the CANNES FILM FESTIVAL and the SUNDANCE FILM FESTIVAL here in the United States. This weekend, as the eyes of the
world turn to the celebration of great film here in the U.S., it seemed only appropriate to debut this new ad.”
“The Artist” was created for Stella Artois by Mother, New York and directed by 300ml, an award-winning Brazilian directing duo. Its special effects supervisor, ERIC PASCARELLI, also worked as a plate photographer on ANG LEE‘s Life of Pi, which is a 2013 Best Picture nominee. The commercial’s director of photography, FRED ELMES, is a two-time Independent Spirit Award recipient in the Best Cinematography category for his work on Wild at Heart and Night On Earth.
“The Artist” is a 30-second spot that will air on a mix of national and cable channels through the end of April. A 15-second version also will be introduced in mid-March. The spot was created by a team of artists that included a crew member who worked on one of this year’s nominated films.
Additional information on “The Artist” and behind-the-scenes interviews with the people who created it can be found at www.stellaartois.com/lasociete. Stella Artois followers on Twitter and Facebook fans will also have access to exclusive content.
Fans of the brand can experience the 2013 Academy Awards with Stella Artois via the brand’s Twitter feed, @StellaArtois, on Facebook and through www.StellaArtois.com.