‘Zo’ (translated ‘Right’) – in the past always followed by “…time for a Bavaria” – is the famous pay-off for beer brand Bavaria, used whenever someone has accomplished something. This tactical ad (click image for full poster) was made by Selmore to celebrate that King Pils (‘beer’) is replacing Queen Beatrix, and in the sliptstream her comfortable royal seat. If he’s doing his New Year’s speech from a bar stool in the future, we hope he’ll keep it shorter and snappier than his mom.