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

15760 pencils

kleenexSaturday, July 21, 2012 - 09:19

Winner!!!

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1615 pencils

certaintlySaturday, July 21, 2012 - 12:32

fuck. god damn powerful!

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9453 pencils

TempleSunday, July 22, 2012 - 07:52

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

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1615 pencils

certaintlySunday, July 22, 2012 - 11:16

could you provide a link?

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3 pencils

Charl DienerSunday, July 22, 2012 - 11:56

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

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9453 pencils

TempleSunday, July 22, 2012 - 15:56

Guinness, my bad

http://www.youtube.com/watch?v=6qTdam2g06U

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1615 pencils

certaintlyWednesday, July 25, 2012 - 13:56

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

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13048 pencils

Nike DieselMonday, July 23, 2012 - 06:13

Ouch...

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179 pencils

CasPTuesday, July 24, 2012 - 06:16

nice copy nice execution

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4426 pencils

andyleftyWednesday, July 25, 2012 - 05:36

Still nice.

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421 pencils

JustinCarrasquilloThursday, April 11, 2013 - 10:51

Awesome!! great ad concept!

http://www.justincarrasquillo.com

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