The launch campaign for Skol Ultra, Skol's new low-carb and low-calorie beer, from Brazil sets out to show what exercising is like for ordinary, non-professional athletes -- it's not glamorous, but at least you can chill out afterwards with a beer.
The reality of exercising is captured in a series of light-hearted vignettes, including a woman struggling to put on her running shorts in a car, a jogger being chased by a dog, a woman checking emails while on her training bike and a guy in an office holding an ice-pack to his leg. It's all set to Nina Simone's "Feeling Good," with each character in turn singing a line from the song. At the end, they meet up and relax over Skol Ultra. The tagline is "the official beer for the non-official athletes."
The work, the first from Wieden& Kennedy for InBev in the Brazilian market, was created out of the agency's Sao Paulo office. Otavio Schiavon and Marco Martins, creative directors at the agency, said in a statement: "A beer developed for athletes seems like a contradiction at first. But, when we think about it a little, we remember that 99% of athletes are people like us, who have a career, a social life, a family, and juggle all that with a training regimen."