Beck's 'four steps' by Leo Burnett
Leo Burnett has created its first television work for Beck's since the brand last advertised on TV in 1999. The 40-second TV ad communicates the fact that Beck's is only ever brewed with four natural ingredients. The spot is set to a track by The Flaming Lips called 'It Overtakes Me' and features four characters on a damp and dark back street. Each character has been created using a number of different animation techniques. The first character is seen as a marionette puppet; the second a 2D animation; the third a stop frame motion model and finally the fourth, a real person. One by one each character repeatedly dances the same four dance moves. The ad closes with the line: "only ever four steps. Barley. Water. Hops. Yeast."