Most advertising that attempts to sell beer to men is funny in a sophomoric way. Typically the formula involves a couch or bar, a group of friends and an attempt to impress some scantily clad hot chicks.
That approach wouldn't be quite right for Stella Artois, but the fact remains men love beer the way they love women. Yes, it really is that simple.
Relying on generic "insight" (a super obvious one here) isn't necessarily bad - it's just a risky proposition, which mandates even greater attention be given to things like tone and manner.
Tone and manner extend well beyond vague decisions such as funny vs. serious to every nuance from casting to music to wardrobe to font to lighting to......
The point is, it's easier said than done to produce a brand equity spot that not only makes a unique, brand appropriate statement yet still is capable of resonating with its target. Because, yes, men love beer the way they love women. It really is that simple.
I think this spot from Mother does a stella job. Check it out:
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