Amstel (owned by Heineken) has never been very strong strategy-wise and concept-wise since it ditched its 3 iconic friends (a solid part of Dutch advertising history).

But today – after Being There won the pitch last June – the beer has more or less picked up its winning ad property again. This time it’s a larger bunch, giving their mate – who goes abroad for a year – the impression that they don’t really care he’s leaving. But, of course, they have a big surprise waiting for him. A concept with mileage.

Execution-wise there are certainly some critical notes to make (“you’re unforgettable!” hurts the ears somewhat), but you should always give a brand and agency some time to improve their collaboration. The basis is there.

The film was produced by In Case of Fire, post produced by the Ambassadors and the sound was done by Earforce.