Holsten Pils launches new ad campaign

Actor Ray Winstone is to be the face of Holsten Pils, as he

launches a pounds 6m campaign claiming the lager is 'The Daddy' of all

bottled beers. In a bid to attract new drinkers while still retaining

its loyal followers, the campaign is a departure from previous

advertising, which sought to position the premium lager as odd and

quirky. The ads show Winstone relating a tale of his quest to find 'The

Daddy'. Two of the three executions will run throughout April, May and

June, with a further burst and a third ad later in the year. The

campaign was created by TBWA/London, which has held the account for more

than 20 years, and last year successfully repitched for the business. It

will be supported by a new web site, itsthedaddy.com, created by

Holsten's below-the-line agency, Black Cat