Amstel’s new UK TV ad sees a Hollywood legend become a human bridge to encourage people to come together and connect over a golden bier.  

The spot, entitled Bridges on Bridges and created by adam&eveDDB, features a gigantic Jeff Bridges literally becoming a human bridge with his arms connecting both sides of an Amsterdam canal for the city's people to come together. Since Amstel was first brewed in 1870 by two friends who wanted to share a better beer, Amstel has always been about fostering friendships over a pint. The latest ad is no different, it encapsulates these brand values and demonstrates why life is more interesting and rewarding when we come together and strive to bridge those gaps that would otherwise keep us apart.

Star of the ad, Bridges comments: “Bridging differences, now that’s something we really need to do. I’d love this spot to encourage people to come together.”

The spot was directed by Somesuch's Tim Godsall and was produced in collaboration with Anonymous Content. He says: “I have worked with Jeff Bridges before and it was fun collaborating again on this one with Amstel — Jeff was really involved and engaged in the project and we had a great team, making the shoot a really great experience.”

Nic Casby, brand director at HEINEKEN, adds: “As a premium beer brand, we wanted to create an advert that got people talking whilst sharing our brand values and point of view. Amstel’s second TV advert, Bridges on Bridges, does just that, by illustrating the power of bridges to bring people together. When we thought about the most famous bridge who brings people together, there was only one bridge, Jeff Bridges.”

This film will form part of a multi-million media campaign running from May to August 2019 across TV, cinema, VOD and digital channels. The campaign will also be brought to life through Amstel’s biggest ever in-store activations and a PR campaign centred around the role pubs play in bringing people together throughout the UK.

Mat Goff, CEO of adam&eveDDB, says: “Jeff Bridges playing a giant bridge in an Amsterdam canal, toasting togetherness. I’ll drink to that. Proost!”