Jeff Bridges Is Amsterdam’s Newest Bridge in This Oddly Charming Amstel Spot

He likes bringing people together in ad from adam&eveDDB

Jeff Bridges is imagined as a literal bridge in this Amstel ad.
A city known for its bridges now has a giant Jeff Bridges. Amstel
Headshot of David Griner

As we’ve seen in recent years, Jeff Bridges has considerable range and can often be the solid foundation for any movie. But for his new project, he’s really stretching himself, into a role that spans … a canal.

Amstel’s newest spot from London agency adam&eveDDB features Bridges as both a literal and metaphorical bridge, helping bring people together in a time beset by global disharmony.

“Bridging differences, now that’s something we really need to do,” Bridges says in a statement announcing the campaign for the Heineken-owned brand. “I’d love this spot to encourage people to come together.”

The ad is silly and surreal, to be sure, but thanks to Bridges’ signature mix of gravitas and approachability, the message still comes across as a positive statement for the world rather than just yet another silly, CGI-fueled ad.

“As a premium beer brand,” says Nic Casby, brand director at parent company Heineken, “we wanted to create an advert that got people talking whilst sharing our brand values and point of view. ‘Bridges on Bridges’ does just that, by illustrating the power of bridges to bring people together. When we thought about the most famous bridge who brings people together, there was only one bridge: Jeff Bridges.”

The campaign will run through the summer via TV, cinema, digital and streaming video. It also includes Amstel’s biggest in-store activations to date and a PR effort focused on “the role pubs play in bringing people together throughout the U.K.”


Production Company: Anonymous Content X Somesuch
Director: Tim Godsall
Executive Producer: Tash Tan
Producer: Debbie Ninnis
Production Manager: Maddy Perkins

Director of Photography: Barry Ackroyd
Post Production: Moving Picture Company
VFX Supervisor: Dan Lorenzini
Post Production Producer: Magda Krimitsou
Colourist: George Kyriacou

Editing: Final Cut
Editor: Rick Russell

Audio Post Production: Factory
Sound Design and Mix: Dan Beckwith
Audio Producer: Becs Bell

Creative agency: adam&eveDDB
CEO: Mat Goff
CCO: Rick Brim
Executive Strategy Director: Martin Beverley
Creative Director: Simon Vicars & Andre Sallowicz
Creatives: Matt Fitch & Mark Lewis
Business Director: Tom White
Planning Director: Will Grundy
Account Director: Mitch Lovich
Account Manager: Janki Shah
Producer: Panos Louca
Assistant Producer: Natasha Alderson

Music credentials
Original Composition: Benjamin Woodgates
Composition Title: Building Bridges
Music Supervisor: Ed Bailie, Leland Music

Heineken Marketing Team
Cindy Tervoot, UK Marketing Director
Nic Casby, Brand Director
Sonia Crocker, Brand Manager, Amstel

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."