Beck's 'four steps' by Leo Burnett

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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."

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Released: 24 May 2006

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Credits

Project
Beck's brand campaign
Client
Chris Stagg, marketing manager, InBev
Brief
To communicate that Beck's is only ever made from four natural ingredients.
Creative agency
Leo Burnett
Writer
Paul Jordan, Angus Macadam
Art director
Paul Jordan, Angus Macadam
Planner
Damian McKeown
Media agency
Starcom
Planner
Karl Guard
Production company
Blink
Director
Dougal Wilson
Post-production
Passion Pictures and MPC
Audio post-production
Wave
Exposure
National TV and satellite channels

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