Stella Artois ‘Ultimate Connected Device’ ad offers #AppleEvent fans another option
Lara Krug, the brand's VP, says the spot was inspired by the conflicting need to acquire new technology while simultaneously wanting to do a digital detox.
Stella Artois, one of Anheuser Busch’s imported beer brands, is doing its best to hijack Apple’s media push today. The brand released a “Meet the Ultimate Connected Device” 60-second spot on YouTube and will be running a targeted distribution campaign on Facebook as Apple hosts its event to roll-out the latest versions of its iPhone and Apple Watch.
Instead of the high-tech perks being offered with Apple’s new iOS 12 or Apple Watch Series 4, Stella Artois is putting a spotlight on the brand’s chalice — demonstrating how it is: 100 percent wireless, touch activated, easy to recharge and comes with the smoothest swipe performance ever.
“Designed for human facetime… To make better connections,” reads the overlay as the video transitions to a group having what looks like a lot fun over a few frosty ones.
Lara Krug, Stella Artois’s vice president, said the creative behind the ad was inspired by the conflicting drives of consumers wanting new technology, while also lamenting the need to detach from mobile devices.
“Right now we’re seeing an interesting tension between the affinity people have for acquiring the latest in technology and their desire for digital detoxes. The ‘Ultimate Connected Device’ is one way that Stella Artois is playfully reminding people that sometimes the key to balancing those two needs is right in front of you. By comparing the features of our iconic Chalice to those of your smartphone we hope to inspire people to take a moment to set aside technology and reinvigorate the original social networking – gathering with friends over beers.”
The YouTube video hasn’t received much attention yet — as of writing this column, it has less than 50 views. The same video has been posted to the brand’s Facebook page, but not as a sponsored post (at least, it is not yet listed on the Page’s “Info and Ads” tab). On Facebook, the video has generated 139 views and only a handful of reactions.
The video ad is part of the brand’s “Joie de Bière” campaign, an effort that focuses on enjoying distraction-free, phone-free moments. The brand decided to attach its latest spot to the Apple announcement a few weeks back, and spent approximately two weeks finalizing the spot.