340:, an elderly resident threatens him with a shotgun, declaring him "contaminated" and asking him to leave. The town's priest enters and admonishes the patrons, calling the bartender to give the doctor a Stella Artois, which sets the crowd murmuring. The priest shakes the doctor's hand and embraces him, proclaiming him uncontaminated. Nonetheless, the publican warily approaches and places the ordered drink on the floor in front of the doctor. As the doctor begins to drink, the opening strains of the theme from
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such as "My shout, he whispered". In 1981, Lowe left
Collett Dickenson Pearce to form his own advertising agency, taking with him the Stella Artois account. Within a year, Lowe launched the "Reassuringly Expensive" campaign, which aimed to turn a substantial negative for the brand (higher prices due
336:. The other workers flee, leaving the doctor to burn the remains. Later, he is called from his hospital to help another woman, who had collapsed in the town square. The gathered crowd backs away from him as he approaches, and refuses to help him carry the victim away. When he later enters the local
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play in the background. The crowd stares as the priest takes a swig from the same glass, and then passes it to the gun-toting man. As the patrons begin jostling for a sip of the Stella Artois, the doctor coughs. The piece ends with the tableau of the patrons freezing in horror.
517:'s annual "Biggest Brands" survey for increases in sales within the UK, and cemented Stella's dominance of the premium lager market within the United Kingdom and putting the brand in fifth position in terms of increased sales for the year.
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campaign, to direct the piece. Filming took place over six days on location in the south of France, with the cast and crew working from 5am into the night. To achieve the piece's characteristic weathered look, three copies of the
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premiered in
British cinemas on 15 February 2002, with 60- and 70-second cuts appearing on television the following month. It continued to screen for the rest of 2002, proving popular with the British public.
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to boos from the gathered audience, a reaction that several other pieces of the "Reassuringly
Expensive" campaign had received upon winning awards at the festival in previous years. After winning the Lion,
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was also immensely successful at the industry's awards ceremonies, receiving more awards than any other advertising campaign worldwide in 2002. These included an award for Best
Direction at the
317:. The commercial was a popular, financial, and critical success, boosting sales during the period in which it ran, and receiving more awards than any other campaign in 2002, including a
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Sales of Stella Artois increased by 18.3% over the year, credited in no small part to the latest "Reassuringly
Expensive" piece. This placed it in fifth position in
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led one of Lowe's creative directors to pen a script based on a similar concept. The resulting television and cinema advertisement,
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on high-alcohol content beverages in the United
Kingdom) into a positive, assuring customers that by being more expensive, the
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456:) were graded separately to emphasize the grain of the film and the earthen tones of the subjects. The three passes were then
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premiered on
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was shortlisted for the festival's Grand Prix Award, considered the most prestigious in the industry, alongside
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was better than cheaper brands. Earlier pieces were primarily print campaigns, but in 1990, a chance viewing of
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opens in a field in 19th century rural France, where a doctor confirms that one of the field hands is dying of
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994:- "Case Study: Stella Artois" pp 48 – 54, John O'Shaughnessy and Nicholas J. O'Shaughnessy, Routledge, 2004,
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The success of the campaign led to the commission of another piece from Vince Squibb, the writer of
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is part, began in 1982. Frank Lowe, head of the advertising agency behind the production of
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Lowe Lintas call sheet 4/5-Friday 28 September 2001,Productions Stink and Bay.vista
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Close-Up: Live Issue - How Stella defied convention with its epic-style advertising
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went on itself to win a Bronze Lion at Cannes, among other awards.
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Priest: Jean Claude Arnaud (Sociétaire Comédie Française
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was announced in
February 2002 as the seventh in the series.
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BBH scoops IPA Effectiveness Grand Prix for
Barnardo's
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Gorgeous cleans up at British Television Craft Awards.
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670:Lowe resigns Stella Artois account after 26 years
360:The "Reassuringly Expensive" campaign, of which
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541:Cannes Lions International Advertising Festival
898:Ad industry finds silver lining at awards bash
1016:on the Smuggler production company website. (
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814:Stella Artois continues 'expensive' campaign
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918:(Sixteenth Edition), AVA Publishing, 2003.
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562:gaming platform), and eventual winner
272:. The 100-second spot was produced by
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829:Hiscock, Jennifer (15 August 2002) "
27:2002 advertisement for Stella Artois
862:Campbell, Lisa (8 November 2002). "
849:Gunn, Donald; Wilkie, Emma (2002).
767:Cozens, Claire (3 February 2003). "
738:Wakelin, Simon (1 December 2002). "
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254:television and cinema advertisement
812:White, Jeremy (1 February 2002). "
792:The Moving Picture Company website
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651:Stella Artois seeks new ad agency
916:Epica: Europe's Best Advertising
668:Bussey, Noel (15 August 2008). "
649:Sweney, Mark (15 August 2008). "
625:"Stella in the time of cholera"
525:British Television Craft Awards
500:The full 100-second version of
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1050:British television commercials
623:Fera, Rae Ann (1 April 2002).
487:Fool: Thierry Bareges
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896:Day, Julia (14 March 2002). "
696:(Routledge, 2003), p. 48-53.
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1055:2000s television commercials
964:. Retrieved 8 November 2008.
906:. Retrieved 8 November 2008.
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315:The Moving Picture Company
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460:and reworked further in
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295:Reassuringly Expensive
788:Stella Artois, Doctor
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256:released in 2002 by
18:Good Doctor (advert)
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404:Last Orders
377:to greater
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330:Good Doctor
293:-inspired "
285:Good Doctor
268:within the
237:Good Doctor
206:Followed by
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145:Anne Dudley
132:Directed by
52:Good Doctor
34:Good Doctor
1045:2002 works
1039:Categories
607:References
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435:Land Rover
421:Production
356:Background
351:Production
309:Stink and
166:Production
835:Marketing
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440:Born Free
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334:cholera
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243:Doctor
83:French
69:Client
59:Agency
975:Pilot
868:Event
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266:lager
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