Amstel turns Jeff Bridges into a giant bridge in Amsterdam
Surreal spot by Adam&Eve/DDB uses the movie actor in an unusual way
Editor's Pick
What is it about giant versions of Hollywood actors called Jeff?
Last year a giant statue of Jeff Goldblum appeared in London to promote "Jurassic Park" on Now TV.  And now we have Amstel, the Heineken-owned beer brand, getting absurdly literal by turning Jeff Bridges into a giant, er, bridge in its latest TV ad.
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.)Â
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.
Credits
- Date
- Apr 30, 2019
- Client:
- Amstel
- Agency:
- Adam & Eve/DDB
- Production Company:
- Anonymous Content X Somesuch
- Director:
- Tim Godsall
- Executive Producer:
- Tash Tan
- Producer:
- Debbie Ninnis
- Production Manager:
- Maddy Perkins
- Director of Photography:
- Barry Ackroyd
- Post Production:
- Moving Picture Company
- VFX Supervisor:
- Dan Lorenzini
- Post Production Producer:
- Magda Krimitsou
- Colorist:
- George Kyriacou
- Editing:
- Final Cut
- Editor:
- Rick Russell
- Audio Post Production:
- Factory
- Sound Design and Mix:
- Dan Beckwith
- Audio Producer:
- Becs Bell
- Advert Creation:
- adam&eveDDB
- CEO:
- Mat Goff
- Chief Creative Officer:
- Rick Brim
- Executive Strategy Director:
- Martin Beverley
- Creative Director:
- Simon Vicars
- Creative Director:
- Andre Sallowicz
- Planning Director:
- Will Grundy
- Creative:
- Matt Fitch
- Creative:
- Mark Lewis
- Business Director:
- Tom White
- Account Director:
- Mitch Lovich
- Account Manager:
- Janki Shah
- Producer:
- Panos Louca
- Assistant Producer:
- Natasha Alderson
- Original Composition:
- Benjamin Woodgates
- Composition Title:
- Building Bridges
- Music Supervisor:
- Ed Bailie
- Music:
- Leland Music
- UK Marketing Director:
- Cindy Tervoort
- Brand Director:
- Nic Casby
- Brand Manager, Amstel:
- Sonia Crocker
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