Jupiler is leader in the Belgian lager market. It's a great product and men love it. We want to get men to enjoy a cold Jupiler and get them (or their wives) to go buy some in the shop or supermarket. After all, it's summer. And summer calls for Jupiler.
What we did.
Jupiler wanted to go back to the ultimate male. The guy we know from the early Jupiler TV ads, but put in a contemporary context.
The result was a spot that came very close to what Jupiler was been saying for decades: "men would do anything to get their Jupiler.", but executed in a way that appeals to men of today.
Jupiler decided to air a 30" as well as a 90" version.