Actor Ray Winstone is to be the face of Holsten Pils, as he
launches a pounds 6m campaign claiming the lager is 'The Daddy' of all
bottled beers. In a bid to attract new drinkers while still retaining
its loyal followers, the campaign is a departure from previous
advertising, which sought to position the premium lager as odd and
quirky. The ads show Winstone relating a tale of his quest to find 'The
Daddy'. Two of the three executions will run throughout April, May and
June, with a further burst and a third ad later in the year. The
campaign was created by TBWA/London, which has held the account for more
than 20 years, and last year successfully repitched for the business. It
will be supported by a new web site, itsthedaddy.com, created by
Holsten's below-the-line agency, Black Cat
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