Amstel Lager: The Chef

This is the story of a young man who takes up a job as a dishwasher so he can learn from the chefs around him and, over time, gain the experience he needs to realise his dream of becoming a chef and opening his own restaurant.

Advertising Agency: OwenKessel, Johannesburg, South Africa
Executive Creative Director: Donovan Bryan
Producer: Helen d'Hotman
Creative Director: Mike Cook
Copywriter: Stephanie Larsen
Art Director: Pamela Turner
Director: Greg Gray / Velocity Films
Cinematographer: Paul Gilpin
Editor: Ricky Boyd / Deliverance
Aired: July 2013

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morse's picture
16192 pencils

Beautifully shot and inspiring. Well done.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Maxster's picture
69 pencils

Makes you think. Nicely cut.

Klara K.'s picture
Klara K.
2695 pencils

Beautiful storytelling. But it's too general. The story could be used for many products and categories. But beautifully made, oh yes it is.

certaintly's picture
4056 pencils

spot on.

kleenex's picture
30841 pencils

nice video.

ivan's picture

Watch the previous ad from the campaign too:

Ivan Raszl, admin of AotW

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