Amstel's Uplifting Reminder that There Are No Shortcuts

No Quick Fixes Either.

Published On
Jul 11, 2013

Editor's Pick

In this heartwarming Amstel spot, the message is clear: the things that matter take time. OwenKessel Johannesburg follows up last year's "The Boxer" with "The Chef"  the story of Simphiwe Nzima, an ambitious young man whose love of food and dreams of opening his own eatery lead him to the back entrance of a hot new restaurant. There, the head chef gives him a chance to start at the bottom as a dishwasher, slowly embracing him as a mentee. Director Greg Gray of Velocity Films felt the lead actor Mavuso Simelane's relative lack of experience brought honesty and humility to the role. The film is backed by the One Day/Reckoning Song Wankelmut Remix, which drives home the point that "there are no shortcuts, no quick fixes"  -- exactly how Amstel markets its slow-brewed lager.


Jul 11, 2013
Brand :
Client :
Agency :
OwenKessel - Johannesburg
Director :
Greg Gray
Inspiration Instigator :
Stephanie Larsen
Lead Actor :
Mavuso Simelane

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