UK: San Miguel lager unveils TV campaign

S&N UK has launched a new national television campaign for San Miguel, the UK's number one Spanish lager brand, as part of a £12 million support plan for the premium beer brand this year, according to S&N news room, July 5.

Created by HTW with media planning and buying through Starcom MediaVest, the new 30-second execution titled ‘Three Ships’, which builds on the brand’s authentic Spanish provenance, opens on three friends walking in a traditional Spanish street.

One of the friends is distracted by the sight of a fortune teller’s hands covered in an ornate design. He cannot see her face, but he is drawn to get his fortune told. He hands over his money and as she traces his palm, she tells him to ‘watch for three ships’.

Heeding the fortune teller’s advice, he continues on his way. His disbelieving friends join him in the search for the mysterious ‘Three Ships’, discounting two rowing boats on a river and a book in a shop window bearing a picture of a ship.

Arriving at a bar, the man orders three pints of San Miguel. As the beer is being poured the man’s attention is drawn to the branded beer glass where he sees the San Miguel ship logo. As the fortune teller’s reading falls into place, he glances sideways where he sees the tattooed hands of the palm reader picking up a glass of San Miguel. The ad ends with the words, ‘Look Further’.

Anne Morrow, brand manager – San Miguel at S&N UK said: “ The new 30-second film ‘Three Ships’ targets the ‘more inquisitive’ individual – a person who is likely to look at things more deeply and appreciate, for example, that there is more to Spain than the Costa del Sol."

San Miguel has grown its volume share by 41% since 2004 when S&N acquired the UK rights to the brand and is currently one of the country’s fastest-growing premium lager brands.

06 July, 2007