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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