Lowe set to launch two Stella Artois spots with Budgen and Glazer

LONDON - Lowe is gearing up to launch two new ads in its long-running 'reassuringly expensive' campaign for Stella Artois and has signed up Jonathan Glazer and Frank Budgen to direct the films.

Glazer's film will be the more typically Stella Artois of the two, and stars a number of ice-skating priests who chase after an elusive bottle of the Belgian beer.

Budgen's commercial is tipped to be more of a departure in style, taking its cues from the surrealist films of Luis Bunuel and Salvador Dali and featuring a number of visual-effects shots.

Both Glazer and Budgen have directed commercials for Stella Artois in the past. Glazer was behind the 1997 ad, "last orders", in which a dying man makes a series of requests, culminating in a glass of beer, and 2003's "Devil's Island", which parodies the film of the Henri Carriere book, Papillon. Budgen directed the 1999 "hero's return" ad, in which a glass of Stella Artois is a reward too far for a man who has saved a bar owner's son in the First World War trenches.

Lowe's "reassuringly expensive" campaign for Stella was created in 1992 by Charles Inge, then a senior creative at the agency, after seeing the film 'Jean de Florette'.

Lowe declined to comment on the commercials.

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