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BAVARIA BEER: KesselsKramer, Amsterdam, Netherlands

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As a trend, the Metrosexual was declared dead this summer. Bavaria Beer, in a series of consecutive-page print ads, calls for a return to a world where men were men and bears were terrified. Where guys wrestled giant squids underwater. Escaped erupting volcanos. And, more importantly, enjoyed a relaxing beer afterward. The ads are running in Playboy, Maxim and FHM. Art directors: David Bell, Christian Borstlap. Copywriter: Job van Dijk. Illustrator: Michael Koelsch.
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