A cinematic experience??

I’m not entirely certain as to what a “cinematic experience” has to do with beer, but apparently that’s the route Belgian brewer Stella Artois will be taking over the next month. This novel approach to selling beer has certainly attracted a lot of attention in the blogging community, given that the primary vehicle for promoting the upcoming show is a blog. Even with a pretty decent connection there’s an awful lot of time spent waiting for things to load, so I’m not sure how well it will work, but it’s certainly novel.

So what is it with the Benelux brewers and weird advertising? Dutch brewer Heineken has been running a particularly odd series of adds featuring a female android dancing as awkwardly as one might expect from a ‘droid before removing the draughtkeg which makes up her torso and then – surprise – turning human. I may not have gotten that entirely right but, either way, it doesn’t really seem to have a whole lot to do with beer either. That said, if you actually like (or understand) that commercial, you can check out more of that herky-jerky dancing on the draughtkeg website. Hell, you can even upload photos of your friends and colleagues and let them dance in funny futuristic outfits while holding a Heineken.

Anyway, it seems to me that when you are pushing that hard to catch someone’s attention, then maybe the beer isn’t really speaking for itself.