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Pilsner Urquell is using a £7.5m global ad campaign to emphasise its heritage as the world's first 'golden beer' - originally brewed in 1842. The two executions imply that the main motivation for the invention of the refrigerator and burglar alarm - both of which came after Pilsner Urquell - was to keep the lager cold and stop it from being stolen. Urquell, which is owned by South African Breweries, is already sold in 50 markets worldwide, but the brewer is keen to raise its profile in Europe and North America. Four press executions will support the broadcast ads in the UK. The Leagas Delaney London-created campaign comprises TV, cinema and print and launches next week. Cinema ads break later this year.