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
Adam & Eve/DDB
Production Company:
Anonymous Content X Somesuch
Tim Godsall
Executive Producer:
Tash Tan
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
George Kyriacou
Final Cut
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
Matt Fitch
Mark Lewis
Business Director:
Tom White
Account Director:
Mitch Lovich
Account Manager:
Janki Shah
Panos Louca
Assistant Producer:
Natasha Alderson
Original Composition:
Benjamin Woodgates
Composition Title:
Building Bridges
Music Supervisor:
Ed Bailie
Leland Music
UK Marketing Director:
Cindy Tervoort
Brand Director:
Nic Casby
Brand Manager, Amstel:
Sonia Crocker

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