The Belgian beer company's newest ad, celebrating craft debuted during the Oscars on Sunday night.

‘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:

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