Stella Artois' have launched a new Christmas campaign named 'Ice Lounge' to promote Stella as a drink for Christmas. The agency Mother have the account and have created an advert that evokes a very festive mood. It shows an ice sculpture competition somewhere in Europe (I presume Belgium) that shows three competitors chipping away at blocks of ice to win over the judges, one of which is very attractive woman. They all create impressive works, the first of which is a christmas tree with presents under it which the competitor gives to the female judge. However, the winner creates a full lounge out of ice complete with a grand piano, full couch with mink coat and tables and glasses. But the thing that wins her over is when the handsome gentleman pours two glasses of Stella Artois, which is the ends the advert with him taking the first prize and a drink with the woman. There is also an element of humour as one of the losing contenders angrily kicks the leg of the ice piano and sets fire to a part of it.
With the strap line 'Originally crafted for Christmas', it is clearly pushing the drink for Christmas, and I think is a typically classy and successful idea for Stella Artois and it stays firmly within the tone of voice of the brand. I certainly believe they have met their aim for the advert and the brand will do well over the Christmas period as a result of it.
click here to see it...
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