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Amstel Lager: The Boxer

This TV advert for Amstel Lager tells the story of boxer, Thapelo ‘Tick Tock’ Mokoena, and the community that supports him as he learns to take his time and rediscover the joy of boxing, setting him on the path to a glorious comeback.

Advertising Agency: OwenKessel, USA
Executive Creative Director: Donovan Bryan
Creative Director / Copywriter: Mike Cook
Art Director: Martin Sing
Production Company: Velocity Films
Director: Greg Gray
Editor: Ricky Boyd / Deliverance

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11 comments

kleenex's picture
kleenex
30008 pencils

Winner!!!

certaintly's picture
certaintly
4056 pencils

fuck. god damn powerful!

Temple's picture
Temple
10300 pencils

Looks like a re-invention of Stella's all time classic "swimmer". Not really impressed.

certaintly's picture
certaintly
4056 pencils

could you provide a link?

Charl Diener's picture
Charl Diener
3 pencils

Here's the link: http://www.youtube.com/watch?v=1qVICtQ7hac&feature=context-chv
Please share it and like the Facebook page for more behind-the-scenes footage and other content: http://www.youtube.com/watch?v=1qVICtQ7hac&feature=context-chv

Temple's picture
Temple
10300 pencils
certaintly's picture
certaintly
4056 pencils

while i was watching i was gonna say although the style/ambiance is similar, the story is different enough. Until I got to the closing concept

Nike Diesel's picture
Nike Diesel
13389 pencils

Ouch...

CasP's picture
CasP
177 pencils

nice copy nice execution

andylefty's picture
andylefty
4539 pencils

Still nice.

JustinCarrasquillo's picture
JustinCarrasquillo
549 pencils

Awesome!! great ad concept!

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