Alpen "Up and Alpen" by BBH London

Alpen is celebrating half a century of its muesli with a £2m brand relaunch, which sees the brand appear on the small screen for the first time in more than four years.

The ad begins as a man tucks into a bowl of Alpen, all the while staring at his new sofa which is stuck in the doorframe. Suddenly, a goat appears before ramming the sofa into the living room. "Conquer your day the Alpen way," a voiceover declares, and the ad ends as the man and goat begin to sort out his "rammed" attic.

Launched alongside digital activity, the work was created by Luke Till and Lawrence Bushell, and directed by Martin Jalfen through Birth. Media is handled by Vizeum. This marks BBH’s first work for Alpen since winning the creative account in November last year.


Creative director
Chief creative officer
Business lead
Production company
Executive producer
Post production
Editor/ editing house
VFX producer
Line producer
CGI supervisor
VFX on set
Flame artist
Media agency

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member