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.