When Duvel briefed Saatchi & Saatchi Brussels about a new commercial, a lot of head scratching occurred. Duvel wanted a film solely about Duvel. It was to be created by Duvel-lovers who are under the influence of Duvel. The film should star Duvel and Duvel alone. No need for 360° blabla-concepts or “clever” commercial ideas. Even a baseline was not allowed. Every single emotion should be triggered by the goodness that is Duvel.
Saatchi & Saatchi Brussels asked a few national and international artists for their take on this. Stef Viane turned out to be the man who would inspire the Duvel people the most. The TV and cinema commercial created by the “master beer film maker” starts off with Duvel and ends with Duvel. In between that there’s nothing else to see but Duvel and yet it still feels as if you have just witnessed an epic story. The beer bursts and clashes over the screen in a way that truly feels as powerful as Duvel.