GALLERY 25: Private View Netherlands - Amstel

"Traditionally, beer advertising in Holland was always that - very traditional. Moody, reflective, it was about wintry weather and warm, welcoming bars. It was like watching paint dry. The Amstel campaign was one of the first to depart from the formulaic, ultra cosy approach. It's a well observed, gently laddish campaign. Well scripted, well acted and with the same usual suspects appearing in each subsequent execution, consumers have bonded with the campaign's key characters as much as they have with the beer."



Amstel Beer/'Shower'

Agency: PMSvW/Young & Rubicam

Frans van

Mierisstraat 92

1071 RZ Amsterdam


T: +31 20 570 6666

F: +31 20 671 1515


Creative Directors: Marcel Hartog, Jerden van Zwam

Head of TV

Brian Ousterveer

Art Director: Martijn Van Marle

Writer: Allaro Jaspars

Production company: Czar Films

Nieuwezijds Voorburgwal 46

1012 SC Amsterdam


T: +31 20 620 8601

F: +31 20 627 2429


Director: Bart Timmer

Producer: Sytske Rijkens