Stella Artois 'masterwork' by Lowe Roche, Toronto

Lowe Worldwide has unveiled a new global TV ad for Stella Artois, which continues the agency's brief of dramatising the sacrifice people will make in order to get their hands on the beer. The ad, "the masterwork", follows a writer, Patrice, who sacrifices the manuscript of his masterpiece for one perfect glass of Stella Artois, leaving the mischievous barman, Marcel, to steal his fame. The ad was shot in Oppede, deep in the hills of Provence.