Take it from former Belgian soap star, Karel Deruwe, Fat Tire Belgian White is better. In each spot, the actor deadpans to camera while proving the beer’s authenticity. Playing two truths and a lie, explaining the brewers passion for balloon animals, and wishing his son brought as much pride as the beer are just a few of the absurdities in FatTire’s new campaign, “Take it From a Belgian.”
The 11-spot digital campaign, which launched today, was created by ad agency Erich & Kallman and directed by Andrew Laurich of ContagiousLA, which produced.
Laurich’s growing body of work includes a recent campaign for Astral Tequila starring pop-culture icon Jonathan Goldsmith (also with Erich & Kallman), a branded short for Fox Studios and Mars Candy that was selected to the inaugural Canneseries competition in Cannes, France, the dark comedy short A Reasonable Request, which screened at both SxSW and Sundance in 2016, and campaigns for Mercedes-Benz (with Rickie Fowler), Farmers Insurance, and more.
“Take it From a Belgian” marks Fat Tire’s first venture into comedy. The campaign suggests that even though the Fat Tire Belgian White might be brewed in Colorado, there’s no questioning its Belgian authenticity. Karel Deruwe, who plays the campaign’s hero, hails from Belgium where he’s regarded as a household name, thanks in part to his work on the wildly popular soap, “Familie”.
The campaign will come to life through a mix of traditional and social media throughout 2018.