The ad builds on outdoor advertising, and aims to underline the product’s core message, "C’est Cidre, Not Cider. From Stella Artois." The brief was to brief was to launch the brand in a sophisticated way that ensured
it stood out from well-established ciders in the UK. In the brand’s signature retro style, the 60-second ad opens with "Le President" of Stella Artois entering his personal studio to address the nation with
specially prepared statement live on air to let the nation know that Stella Artois is launching a cidre.
The spot was directed by Joachim Bach through Park Pictures. Post-production was by MPC. Audio post-production was by Factory. The editor was Russell Icke.