AB InBev has lined up the first “multi-market” activation with Netflix since the pair teamed up 11 months ago, with Stella Artois as the headline brand.
The lager is the subject of a campaign around the launch of the second season of drama The Gentlemen, which airs on Netflix from Thursday, 3 September. Central to the planned activity is a series of ads featuring Stella Artois brand ambassador David Beckham and actor Theo James, who plays the lead character in The Gentlemen.
Backing the main 1:30 ad, called ‘The Auction’ (below), are five shorter spots – ‘The Angle’, ‘The Clean-Up’, ‘The Cut’, ‘The Judgement’ and ‘The Sacrifice’ – which will run on digital platforms.
Focusing on Brazil, Canada, Colombia, Mexico, South Africa, South Korea, the UK and the US, the campaign also includes experiential activations and limited-edition chalice glasses.
“The Gentlemen is a natural fit to showcase Stella Artois’ brewing heritage and iconic pouring ritual,” said AB InBev’s CMO, Marcel Marcondes. “To have Theo James and David Beckham connect those worlds is a treat for fans everywhere.”
The tie-up with Netflix, which was announced in September last year, commenced its co-branding aspect on Christmas Day during the platform’s coverage of two NFL American football fixtures.
