Amstel turns Jeff Bridges into a giant bridge in Amsterdam

Surreal spot by Adam&Eve/DDB uses the movie actor in an unusual way

Published On
Apr 30, 2019

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.) 

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.


Apr 30, 2019
Client :
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 :
Sound Design and Mix :
Dan Beckwith
Audio Producer :
Becs Bell
Advert Creation :
Adam & Eve/DDB
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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Project Type