2012 Winners & Shortlists

Brief Explanation

The start of the ad focuses on the product, communicating 3 key brand messages - country of origin, date produced since and its zero percent alcohol content. This is achieved by highlighting the packaging in a series of transitions between the bottle and a sailing vessel. The heritage of the product is communicated with the use of black/white cinematography and traditional sailing vessels. The ad features a race between two captains to reach a crate of Bavaria positioned on an idyllic island. As tensions build, the captains abandon their vessels and dive into the crystal blue water to swim the last leg of the race.The winning captain holds up the bottle of Bavaria like a trophy before realizing that it is not a screw top. The other captain merges from the water and walks towards him, holding up the bottle opener. Both Captains enjoy a bottle of Bavaria before sailing off into the sunset. As the ad was to be aired in the whole of the MENA region, cultural sensitivities of each country had to be considered, for example, no women were featured, the location of the shoot conveyed neutral territory, and the actors dress was respectful and appropriate.