Beck's: You Make It Legendary

Serviceplan, Hamburg has created this spot for Beck's who claim "You make it legendary." Following a successful pitch at the beginning of the year, it has been developed and realised by Serviceplan Campaign International in the House of Communication in Hamburg. The aim of the cross-media concept is the contemporary development of the brand image with a new interpretation of the overriding idea of "freedom". The compellingly emotive campaign is about the uniqueness of each moment, which can only become legendary through the actions of the individual. Beck's is promoted in this context as the ideal accompaniment which will make the experience perfect. The core statement of the campaign is underlined by the song "Legendary" by the US rock and blues band Welshly Arms. The heavily symbolic and also legendary Beck's ship, the Alexander von Humboldt, puts in a guest appearance without which the spot would not be complete. The ship is and has always been an important anchor in the brand's communication.