Y&R’s Kronenbourg TV film continues character theme

Two French winegrowers who are going out of business because of booming beer sales are the stars of Scottish Courage’s pounds 3 million Kronenbourg 1664 campaign, which breaks this week.

Two French winegrowers who are going out of business because of

booming beer sales are the stars of Scottish Courage’s pounds 3 million

Kronenbourg 1664 campaign, which breaks this week.



The 40-, 20- and 10-second ads, created by Young and Rubicam, continue

Kronenbourg’s ’characters’ campaign which focuses on people made

miserable by Kronenbourg’s success.



Gerard and Thierry, the hapless producers of Chateau Chatlac, are shown

labouring in their vineyard, farmhouse and cellars, and then plodding

around town trying to sell their wine. Unfortunately, the crowded bars

turn them down in favour of the premium lager, Kronenbourg 1664.



’The only people drinking Chateau Chatlac are me and him,’ Gerard

complains.



But, spotting Thierry sneaking a gulp of beer, he adds: ’Well, me,

anyway.’ The endline remains: ’Kronenbourg 1664. The best loved premium

beer in France.’



Jeff Stark directed the ads through Stark Films, adding a sepia tone to

the scenes of rural drudgery and brighter tints to the upbeat bar

scenes.



Art directed by Anita Davis and written by Paul Catmur, the spot aims to

give Kronenbourg real French urban character by juxtaposing the lives of

down-at-heel wine growers with the lives of the Kronenbourg-drinking

townsfolk.



It follows ’barman’, which showed a bartender who had been so good at

selling Kronenbourg that his wife would not let him retire, and

’pianist’, which featured a piano player whom punters ignored because

they were having too much fun drinking Kronenbourg.



Media on the campaign was bought by the Media Centre.