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Shouting about what you don't do as a brand can be as important as telling people what you do, and that's something Camden Town Brewery has adopted as it launches its first national TV campaign.

Positioned as the world’s first positive beer recall, the ad aims to educate beer-lovers about pasteurising – which involves heating beer to sterilise it – and how it’s something the brewery has vowed never to do. Voiced by comedian Lolly Adefope, the animated ad takes the form of a breaking news announcement and reveals the recall of a small batch of Hells, which has been accidentally pasteurised.

It was created by Joe Bruce and Albert Pukies, and directed by James Papper through Blink.