Ogilvy Keeps It Simple for Czech Beer

CHICAGO Simplicity with a complete focus on the product are key elements in SABMiller’s U.S. creative campaign for Czech import Pilsner Urquell.

The campaign, created by Ogilvy & Mather in New York, introduces the beer to the American public via the theme, “The Original Pilsner.”

Both print and television ads, which broke earlier this month in Boston and Chicago, highlight the golden beer with strong visuals and simple copy, which reads “Have you tried the Original Original?” in one ad. TV relates Pilsner Urquell’s role in changing what beer looks like. The ads show the beer bottle alongside a glass of Pilsner Urquell. Copy flashes on the screen touting the beer’s history since 1842.

“This brand has a unique and wonderful heritage behind it,” said Pat Moertl, the Milwaukee brewer’s director of import brands. “We are letting the product speak for itself.”

Particular focus was given to filming the golden brew flowing through the bottle set to somber background music. Absent are images of consumers drinking the brew or dancing at nightclubs that are prevalent in beer advertising.

The campaign will eventually expand into other markets such as Atlanta, Denver, New York, San Francisco, Seattle and Washington, D.C.