NEWS: BMP unveils debut work for Michelob

BMP DDB Needham has launched its first work for Michelob since winning the Anheuser-Busch account from D’Arcy Masius Benton and Bowles in an international realignment last March.

BMP DDB Needham has launched its first work for Michelob since winning

the Anheuser-Busch account from D’Arcy Masius Benton and Bowles in an

international realignment last March.



The pounds 2.5 million campaign starts in cinemas and on posters this

week, then transfers to TV. The commercial and posters illustrate the

campaign’s quasi-philosophical theme of ‘The gospel according to St

Louis’, which reflects the moral tone of the US bible-belt town of St

Louis, the home of Michelob beer.



The commercial is set in a ‘perfect’ world, and follows the journey of

two Michelob delivery men, Ray and Pete, who travel through town

bestowing Michelob and happiness on everyone they meet, illustrating the

endline: ‘The secret of happiness is to give Michelob to others.’



Jason Gormley, who created the ad with his partner, Ewan Paterson, said:

‘We wanted to make people feel good about Michelob, and to show that it

is almost a religion in its home town. The campaign has a wholesome

tone, but we hope the irony will show through as well.’



Michelob is positioned as a premium beer, and the campaign targets

‘thinking drinkers’, predominantly men aged over 22, in a tongue-in-

cheek way. The ad was directed by Trevor Melvin through Blink

Productions, using a slow pace and presenting idealised images of a

perfect world. It is backed by the 60s Jackie Deshannon track, Put a

Little Love in Your Heart.



Peter Jackson, the Michelob marketing director, said: ‘The strapline

lets a strong and thought-provoking promotional campaign develop.’