San Miguel launches 'life well lived' campaign

San Miguel, the Spanish lager brand, has launched a new ad called "a life well lived", created by Saatchi & Saatchi.

The 60-second ad, which broke last night (2 August), cuts between short scenes of people dancing, singing, swimming and drinking in bars as the narrator recalls a range of experiences he has lived through.

It becomes clear he is talking from the point of view of San Miguel itself and the ad finishes with the new strapline "Una vida bien vivida" – Spanish for "a life well lived".

The four-week campaign will play out in cinema, Facebook and video on demand activity.

The creative team at Saatchis included creative directors Rob Potts and Andy Jex, copywriter Ollie Wolf and art director David Goss.

The ad was directed by Daniel Wolfe, edited by Tom Lindsay and produced by Nicky Barnes. Media buying is handled by OMD UK.

In 2009 the brand released a £7m campaign, which positioned itself as a beer to be enjoyed by consumers at the end of a busy week, using the strapline, "Not a quick beer".

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