AMV captures Spanish spirit for San Miguel ad

The spirit of San Miguel is being captured in a £2 million cinema campaign by Abbott Mead Vickers BBDO, which celebrates the beer's Spanish culture and heritage.

"San, sea and ..." represents a new marketing drive from Bulmers in a bid to get San Miguel to the forefront of the premium bottled-beer market.

It goes up against competitors including Peroni and Stella Artois, both of which use their country's heritage in their advertising.

It is aimed at the upmarket and aspirational target audience of 25- to 34-year-olds, and is the first major advertising push for the brand in three years.

Directed by Tom Carty, the AMV creative-turned-director at Gorgeous Enterprises, the 90- and 60-second ads have been developed to resemble a commercial for a blockbuster. Written and art directed by Peter Souter, the creative comprises an evocative, surreal film following a bottle of San Miguel on a journey through scenes of Andalucian life.

It opens on a man cycling on a path, who is distracted by alluring sirens. As he crashes, a bottle of San Miguel flies out of his basket and then passes through a series of scenes, which include the surreal characters of a minotaur, masked matadors, an outrageous juggler and a lady who is trying to escape a tomatina festival.

The film comes full circle when the bottle is retrieved by a dog and taken back to his master - who is the cyclist from the opening scene, sipping a San Miguel.

The spot, which breaks on 13 September, will run nationally for three months in high-profile films such as the new James Bond film, Die Another Day, Red Dragon and the US import, Signs.

Media planning and buying is through MindShare. Jon Forsyth, its business director, said: "We were looking for the most receptive environment to engage San Miguel's more quality-conscious premium lager drinkers. Cinema delivers the best on this criteria and will showcase a brilliant blockbuster ad."

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