The question increasingly faced by advertisers: How do you add value to a 30-second TV spot, particularly if it's a global campaign? Stella Artois has come up with a novel way of doing it with its holiday campaign this year. In a series of online films, it's telling the stories of several props that appear in the beer brand's TV spot, "Give Beautifully." Each is being given away by the brand, attached to an interesting human story.
Stella Artois and agency Mother arranged for the props -- a piano, a camera, holiday lights and "snow" -- to be gifted to an unsuspecting person by their loved ones. The film above features the touching story of Pablo, whose wife blankets a Buenos Aires street in fake snow to remind him of their first date, when it snowed in the city in 2007 for the first time since 1918.
Others films feature an Irish girl in London given the piano by her boyfriend, a documentary maker in Nashville whose friend gives her the camera, and an Oregon farmer whose wife covers an oak tree with Christmas lights. All the films can be seen on the brand's YouTube channel.