The campaign concept was fairly anchored to securing the star. Brand Director Nic Casby listed off a few other famous people named Bridges, but it became clear that for the concept to work it had to be the Jeff Bridges. “We tested him with an audience and he brought the gravitas, wisdom and charm.”
Before it was shown in testing, the concept went through rigorous rounds of development in storyboards and animatics. “Adam & EveDDB assistant producer Natasha Alderson did an amazing job coordinating with the agency creative team of Creative Directors: Simon Vicars & Andre Sallowicz and Creatives: Matt Fitch & Mark Lewis” Remarked Animatic Media CD Scott Ownbey. In total we did about 12 Versions from an initial timing draft to the finished animatic spot.
Step 1: Key Storyboard frame / Client reference
Step 2: Animatic timig draft
Step 3: Animated character development: Jeff Bridges
Step 4: Finished Animatic
Step 5: Broadcast commercial
The campaign will run through the summer via TV, cinema, digital and streaming video. It also includes Amstel’s biggest in-store activations to date and a PR effort focused on “the role pubs play in bringing people together throughout the U.K.”