Mother signs film director Wes Anderson for Stella

It makes a change from Lowe’s scenes from Provence but Mother’s fashion-based approach to advertising Stella seems more like a statement of what it’s not (faux tradition) than a particularly compelling statement for the product.

Here are some new pyrotechnics from film director (and accomplished commercials hand) Wes Anderson.

It’s not dissimilar in approach to Wieden+Kennedy’s ‘open your world’ campaign for Heineken.

But without the music.

Both beer brands, in the UK at least, have slipped from their traditional pedestal to become supermarket discount brands. It looks as though the fashion/gizmo act is an attempt to reapply some cool for impressionable (they hope) young consumers.

At this stage in the race Heineken looks to be ahead.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.