San Miguel, the Spanish beer, is being promoted in the UK with “Una Vida Bien Vivida” (A Life Well Lived), a television and cinema advertising campaign filmed in Spain. The film features an unseen narrator recalling the high points of his intrepid life, regaling the audience with his experiences of beauty, romance, mischief and adventure, including being rescued by an admiral’s daughter and being swallowed whole by a fish. As the story unfolds, it becomes clear that the narrator is in fact the brand. This is a story of San Miguel’s life, told from the perspective of the vintage bottles, boxes and crates. In the final sequence we return to today, a modern beach bar setting in Spain, where a glistening chalice of San Miguel directly addresses the audience.
Click on the image below to play the Life Well Lived video in YouTube (HD)
The Life Well Lived campaign includes in-store, experiential and digital activity designed to reinforce the San Miguel brand authenticity and premium, making it an aspirational choice for up-trading premium lager drinkers. In all, 80% of 18 -34 year old males (at 7.1 opportunities to see), and 6.1m cinema viewers, will be exposed to the campaign and the new brand message.
The San Miguel campaign was developed at Saatchi & Saatchi London, by creative directors Rob Potts and Andy Jex, art director David Goss and copywriter Ollie Wolf, agency producer Greg Hames.
Filming was shot by director Daniel Wolfe via Somesuch & Co, London, with executive producer Sally Campbell, producer Nicky barnes, director of photography Robbie Ryan, wardrobe designer Hannah Edwards, art director Marie Lanna.