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Britain’s Beer Alliance (formerly Let There Be Beer), a group that aims to boost beer sales in the UK and includes companies such as Carlsberg and Heineken, is launching a £10 million integrated campaign. Michael Winterbottom, the director of films such as 24 Hour Party People, shot the TV ad, which was created by Sapient­Nitro. It shows people enjoying a beer in various settings as a voiceover reads a poem listing food that can be enjoyed with a pint. The work was written by Ed Copeland and art directed by Lee Williams. The production company was 2AM Films.