New Belgium's Belgian White Isn't Brewed in Belgium, So They Hired an 'Actual Belgian'

Karel Deruwe brings dry wit with a twist to new campaign

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

You might recognize the pitchman in New Belgium Brewing’s latest commercials—but only if you’re a devotee of Belgian TV and cinema.

Karel Deruwe, a seasoned Flemish actor with a resume that spans four decades, lifts a pint stateside in agency Erich and Kallman’s first campaign for the brand.

Seated in a bar, the slender, bespectacled Belgian, his beard touched with gray, delivers a half-dozen subtle but amusing performances.

In the first ad below, he discusses the ale’s fresh ingredients.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in