Pilsner Urquell: Nothing beats the original

Every great thing has imitators. Of course, each imitator may have qualities of its own, but it can never be compared to the original – a truth whether a great artist, a great musician or a great beer. That is the heart of the Pilsner Urquell story: a new global communication concept to point out the superiority of originals by connecting the art of music with the art of brewing beer.
The brand started with this concept last year and has now extended it by using Robbie Williams, an original and iconic rock star, showing him performing live in concert – followed by the original Czech beer’s credentials.

Pilsner Urquell is the world’s first golden pilsner, the source and inspiration for all pilsner beers since 1842. It inspired a worldwide brewing revolution – over 70% of all beer drunk today is in the pilsner style. The beer is still crafted with complete integrity – brewed the same way using the same Czech ingredients in the same brewery in Plzeň, Czech Republic.

For the latest global communication, Pilsner Urquell wanted to bring this simple and compelling brand truth to life in a creative way that people all over the world would remember.

The TVC builds on the success of the first ever global film, featuring Louis Armstrong, that showed however good imitators are, they will always be just a tribute to the original. Robbie Williams was chosen for the most recent TVC as a more contemporary and iconic singer, whose powerful voice and incredible live performance eclipses those of all the impersonators. This delivers the emotional truth that nothing will ever beat the original. The TVC then goes on to champion and reinforce how Pilsner Urquell owns its original pilsner status.

The TVC will run in multiple markets around the world from April. The spot will be aired on TV and online platforms (FB/YT). The choice of the main star, the two-part format of the film, and the reasons to believe in Pilsner Urquell’s originality were all meticulously researched prior to production. The final film was produced by Armada production (CZ), directed by Tomáš Řehořek and filmed by world-renowned cameraman Jens Maasbol.