‘The Artist’ is the title of Stella Artois‘s latest commercial, and no, it is has nothing to do with the Oscar-winning silent film, although it did debut during the Academy Awards on Sunday night. The sophisticated and understated ad, focuses not on the Belgian beer but on the iconic Artois chalice and the artistry in making it, from glassblowing to painting the logo on the front.
The ad, developed by New York creative agency Mother, features a dapper gentleman – The Glassmaker – meticulously creating a chalice, forming its shape, hand stamping the stem, and delicately painting it. He then places it in a box, where it goes straight to the bartender. The voiceover tells us:
If this much care goes in to the Chalice, imagine what goes in to the beer…
The appreciation of artistry made it the perfect choice to air during the Oscars. Says brand director Rick Oleshak:
Stella Artois has long been a supporter of great film and an admirer of the craftsmanship of exceptional filmmakers.We celebrate their work as a sponsor of iconic film festivals around the world, including the Cannes Film Festival and the Sundance Film Festival here in the United States. As the eyes of the world turn[ed] to the celebration of great film here in the U.S. [during the Oscars], it seemed only appropriate to debut this new ad.
The 30 second spot will run until April, and is part of a new campaign in the US for the company, that will ‘evolve to feature an inventive mix of digital and traditional elements.’
For now, check out the ad below: