The advertisements feature photographs of the distinctive Stella glass, which has been mistreated by having inappropriate objects stuffed inside, including wilted daffodils, a selection of writing utensils and a confused-looking goldfish.
The ads are accompanied by headlines such as "Why do we bother?" and "Ye Gods", with accompanying copy challenging the reader to display better taste once they acquire a glass of their own, by reserving it for Stella Artois beer.
Printed on heavyweight art board, the press ads will appear in art, fashion and style monthlies from June with media planning and buying through Starcom Motive. The photography is the work of Coppibarbieri, the Italian photographic duo responsible for the latest executions in Stella Artois "Bottle Top" press campaign.
Matt Edwards, board account director at Lowe, said: "We worked from the premise that it would be sacrilege to put anything but Stella Artois in such a well-made glass."
The ads were written and art directed by Adrian Lim and Steve Williams. Interbrew, which owns the Stella Artois brand, recently slammed other brewers for promoting a culture of laddish heavy drinking sessions.
The most TV work for Stella was launched earlier this year and was directed by 'Sexy Beast' director Jonathan Glazer.
The ads saw Stella drop its Jean de Florette style to draw on the influence of Papillon for a campaign aimed at reinforcing the brand's position as the UK's leading premium lager.
The big-budget ad, which has a cast of hundreds and forsakes French rustic charm for the brutal life on a French prison ship bound for Devil's Island, rolled out nationally in cinemas before moving on to TV in April.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
