How to advertise alcohol-free beer

Let’s play a game. Pretend you’re making an advert for alcohol-free beer.

You’ll need to pick someone to star in it.

You’ll want someone successful, obviously.

Someone likeable, naturally.

Someone with an unblemished public record, surely?

In short, you’d want a fine upstanding, successful, famous and likeable star.

Someone like… Mickey Rourke?

No, we didn’t think of him either – but thankfully, Bavaria did.

And Bavaria really do deserve credit here for having the balls to run with an advert many wouldn’t entertain. I’d love to have heard the ad agency pitch. They also deserve credit for convincing Bavaria to go with it.

It’s a surprisingly good advert, for a surprisingly good beer.

Be warned, it does contain some strong language.