Bavaria Beer 'runners and leaders' by KesselsKramer

Bavaria, the Dutch beer brand, is rolling out a nationwide TV campaign in the Netherlands, through Amsterdam-based advertising agency KesselsKramer.

The message behind the campaign focuses on the idea that the emergence of metrosexual men has thrown the gender into an identity crisis and given rise to the "ubersexual", as men try to rediscover their manliness.

A 60-second commercial makes a distinction between two types of men: "runners" and "leaders". It argues that men run from their fears, but leaders, knowing that fears are all in their mind, can face them.

The ad shows one man making the journey to "leader"; his reward for facing his fears is a cold glass of Bavaria.