Amstel 'filter life' by 180 Amsterdam

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180 Amsterdam has launched a global ad for the new international Amstel beer set to singer Edith Piaf's classic track 'Je Ne Regrette Rien'. The "filter life" spot shows how the new premium quality Amstel beer is pure filtered, delivering a full-strength beer but with an accessible, refreshing, clean and crisp taste. Assembled from seemingly random film footage, ranging from traffic surveillance streams to show slow-motion shopping trolley ballet, the ad paints a picture of exactly what people are doing at a precise moment in time. Throughout the ad numeric statistics highlight the mundane to the increasingly idiosyncratic activities in life, counting down from the billions to the ones.

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Released: 19 April 2006


Heineken. Bart Boezeman, global marketing communication manager Amstel
180 Amsterdam
Fiona Groothuis at 180 Amsterdam
Executive creative director
Andy Fackrell
Creative director
Adam Chasnow
Associate creative director
Gary Martin
Niklas Lilja
Art director
Antero Jokinen
Agency executive producer
Peter Cline
Agency producer
Andrew Shelton
Production company
Knucklehead, London
Rey Carlson
Post-production house
The Mill, London

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