The spot, by Adam&Eve/DDB, centers on Amstel's home city of Amsterdam, a town criss-crossed by bridges. As Bridges narrates the ad, describing the power of bridges to bring people together, we see that his head and shoulders form a giant one superimposed across a canal. (People are even walking and cycling over him and taking selfies as he drinks a giant Amstel.)
Tim Godsall via Somesuch directed the spot, with VFX by MPC. It will break during Channel 4's "Gogglebox" this Friday in the U.K. It forms part of a multimillion media campaign running from May to August 2019 across TV, cinema, video on demand and digital channels. There will also be in-store activations and a PR campaign centered around the role pubs play in bringing people together throughout the U.K.