It is the second instalment of international work that Lowe has created for Stella since it was appointed to the global account by Interbrew in January.
Each of the eight executions -- the series is called 'La Lecon (The Lesson)' -- takes place in the same bar, featuring an old barman teaching his apprentice how to pour the perfect pint of Stella. However, he deliberately sabotages each effort and has to drink the reject beer himself.
In one spot, the apprentice is shown cutting the head off the poured beer while his teacher looks over his shoulder. The older man corrects the apprentice on his technique, even though the beer looks perfect.
He starts to compare the ideal technique to caressing a beautiful woman, at which point the shot cuts to an elderly woman mopping the floor, who raises her eyebrow at his comments. Back at the bar, the apprentice barely notices that he has been made to start again; he thinks of the beautiful woman while the old barman sips his glass of Stella.
Jeremy Bowles, managing director of Lowe UK, said: "Not only does the 'La Lecon' campaign reaffirm the brand's premium positioning, but it also portrays the precise pouring ritual that is an important part of the brand's identity in many of our markets."
The campaign was written by Steve Williams and Adrian Lim at Lowe UK and shot by Nicholas Barker through Rogue Films. It is to be shown in central and eastern Europe and Australasia.
It follows Lowe's first campaign for Stella, a film called 'Broken Fall', which demonstrated how much people love the beer when an expensive car is used to block a runaway barrel of Stella Artois.
Lowe was awarded the global work for Stella in January after the success of its 'reassuringly expensive' campaign in the UK.
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