Holsten Pils has brought in the British movie hard man Ray Winstone
to provide the muscle behind its return to TV screens in a new campaign
The ads, TBWA's first since retaining the account in a pitch last year,
break this week. They attempt to refocus Holsten as a down-to-earth,
Winstone, the star of Nil By Mouth and Sexy Beast, is the latest
frontman for the beer, which has been promoted by Jeff Goldblum and
Dennis Leary in the past.
The ads use a deliberately jarring, fast-cutting camera technique. Each
ad centres around Winstone leading bloke-ish discussions on favourite
topics of pub conversation. The first execution sees him musing on the
subject of films, the second has him tackling the issue of crisps. In
each case, Winstone asks himself and his audience to decide 'who's the
During the film debate, the camera cuts quickly between Winstone acting
out different movie genres and leading a good natured argument while
drinking with his mates. He visualises a horror film's damsel in
distress and sips tea while considering period drama, before concluding
that the action hero blockbuster has to be 'the daddy'.
Winstone then considers the 'daddy of all bottled beers'. He concludes
that it's an easy choice: 'It's got to be the original Holsten Pils.
The crisp discussion has Winstone relaxing in a hot tub and talking in
the pub. Winstone concludes that 'the daddy' is ready salted.
'Ray Winstone is the perfect spokesman,' Andy Edge, Holsten UK's
marketing director, said. 'With his British hard man, mature attitude,
he is a perfect fit with the brand.'
The ads were written and art directed by Ben Priest and Brian Campbell,
and directed by Kevin Thomas and produced by Thomas Thomas. Media
planning and buying is handled by MediaVest.