ABC Extra Stout: Bring out the lion in you

Building an inspirational image for ABC Extra Stout, the 2011 campaign titled “Bring out the Lion in you.” is an exhortation to all men, that they have the power to achieve their potential in life and all they have to do is to believe and harness the latent inner power that lies within them.
The commercial from Alchemy, Singapore illustrates these characteristics by showing the majestic journey of a lion as it ploughs through barley fields and leaps into mysterious black seas, only to emerge as the rich dark beer that is ABC Extra Stout.