Becks\Leo Burnett USA

Apparently, all you need is beer. This irony-free piece seems to say that if you're going to get loaded on the beach kids, make sure you do it with Beck's. Developed by Leo Burnett USA, the ad positions Beck's as the premium import beer of choice for those consumers "who make bold decisions and live life to its fullest every day". Shot in black and white by award-winning director Steve Ramser, known for his Levi’s and Coca-Cola work, each spot finishes with the tagline "Life beckons. And you’re holding the key". The key seems to be the beer -- is that a good message?