329:, 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
31:
365:
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
325:. 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
335:
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.
506:'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.
432:
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
776:
493:
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.
532:
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,
512:
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
306:. 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
940:
661:
616:
502:
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
529:
307:
1000:
517:
1063:
1038:
1058:
1043:
731:
442:
438:
988:
912:
690:
384:, proved immensely popular and formed the basis for a series of six award-winning adverts produced between 1991 and 2001, including
378:
led one of Lowe's creative directors to pen a script based on a similar concept. The resulting television and cinema advertisement,
937:
658:
450:
370:
on high-alcohol content beverages in the United
Kingdom) into a positive, assuring customers that by being more expensive, the
869:
613:
445:) were graded separately to emphasize the grain of the film and the earthen tones of the subjects. The three passes were then
1053:
582:, was released in 2003. The following year, Ivan Zacharias returned as a director for a new Stella Artois advertisement,
962:
525:
513:
303:
276:
premiered on
British television in January 2002, with later appearances in cinemas. It is the seventh piece in the
1048:
578:
199:
537:
was shortlisted for the festival's Grand Prix Award, considered the most prestigious in the industry, alongside
374:
was better than cheaper brands. Earlier pieces were primarily print campaigns, but in 1990, a chance viewing of
358:
321:
opens in a field in 19th century rural France, where a doctor confirms that one of the field hands is dying of
242:
983:- "Case Study: Stella Artois" pp 48 – 54, John O'Shaughnessy and Nicholas J. O'Shaughnessy, Routledge, 2004,
398:
386:
187:
428:
639:
553:
392:
380:
283:
558:
539:
757:
584:
572:
The success of the campaign led to the commission of another piece from Vince Squibb, the writer of
265:
51:
1033:
295:
262:
145:
728:
984:
949:
908:
740:
686:
625:
886:
367:
353:
is part, began in 1982. Frank Lowe, head of the advertising agency behind the production of
331:
278:
944:
735:
665:
620:
299:
71:
548:
419:
291:
258:
176:
124:
819:
1027:
924:
708:
250:
98:
802:
891:
792:
Lowe Lintas call sheet 4/5-Friday 28 September 2001,Productions Stink and Bay.vista
762:
709:
Close-Up: Live Issue - How Stella defied convention with its epic-style advertising
644:
521:
326:
446:
362:
1012:
852:
434:
423:
371:
36:
1006:
544:
503:
246:
61:
30:
1018:
322:
286:" series that had been running since 1992. The advert was directed by
415:
287:
269:
82:
592:
went on itself to win a Bronze Lion at Cannes, among other awards.
561:
254:
101:
466:
Priest: Jean Claude Arnaud (Sociétaire Comédie Française
518:
310:, an Epica Award and several prizes from the D&AD Awards.
211:
406:
was announced in
February 2002 as the seventh in the series.
357:, worked on marketing for Stella Artois during his tenure at
870:
BBH scoops IPA Effectiveness Grand Prix for
Barnardo's
853:
Gorgeous cleans up at British Television Craft Awards.
524:, and a Silver Award (plus three nominations) at the
520:, a Gold in the Alcoholic Beverages category of the
206:
194:
182:
172:
164:
154:
138:
130:
120:
110:
91:
77:
67:
57:
47:
936:Fera, Rae Ann; Christie, Brendan (1 August 2002) "
659:Lowe resigns Stella Artois account after 26 years
349:The "Reassuringly Expensive" campaign, of which
968:, AdForum.com (2005). Retrieved 8 November 2008
530:Cannes Lions International Advertising Festival
887:Ad industry finds silver lining at awards bash
1005:on the Smuggler production company website. (
8:
803:Stella Artois continues 'expensive' campaign
21:
907:(Sixteenth Edition), AVA Publishing, 2003.
927:", AdForum.com. Retrieved 5 November 2008.
752:
750:
715:(25 June 2004). Retrieved 26 October 2008.
29:
20:
723:
721:
703:
701:
699:
868:Whitehead, Jennifer (3 December 2002). "
840:The Gunn Report and Showreel of the Year
528:. The piece also won a Gold Lion at the
834:
832:
605:
464:Doctor: Luc Bataini (Luc Lemarie)
551:gaming platform), and eventual winner
261:. The 100-second spot was produced by
7:
818:Hiscock, Jennifer (15 August 2002) "
16:2002 advertisement for Stella Artois
851:Campbell, Lisa (8 November 2002). "
838:Gunn, Donald; Wilkie, Emma (2002).
756:Cozens, Claire (3 February 2003). "
727:Wakelin, Simon (1 December 2002). "
453:, an online visual effects system.
243:television and cinema advertisement
801:White, Jeremy (1 February 2002). "
781:The Moving Picture Company website
14:
640:Stella Artois seeks new ad agency
905:Epica: Europe's Best Advertising
657:Bussey, Noel (15 August 2008). "
638:Sweney, Mark (15 August 2008). "
614:"Stella in the time of cholera"
514:British Television Craft Awards
489:The full 100-second version of
1064:Male characters in advertising
1039:British television commercials
612:Fera, Rae Ann (1 April 2002).
476:Fool: Thierry Bareges
1:
885:Day, Julia (14 March 2002). "
685:(Routledge, 2003), p. 48-53.
1059:Drink advertising characters
1044:2000s television commercials
953:. Retrieved 8 November 2008.
895:. Retrieved 8 November 2008.
876:. Retrieved 5 November 2008.
859:. Retrieved 5 November 2008.
826:. Retrieved 26 October 2008.
809:. Retrieved 26 October 2008.
783:. Retrieved 26 October 2008.
766:. Retrieved 26 October 2008.
758:We're only here for the beer
744:. Retrieved 26 October 2008.
672:. Retrieved 26 October 2008.
648:. Retrieved 26 October 2008.
629:. Retrieved 8 November 2008.
472:Gunman: Georges gueret
1080:
516:, a Bronze Medal from the
474:Barman: Thierry Bois
304:The Moving Picture Company
266:Lowe Lintas & Partners
52:Lowe Lintas & Partners
981:Persuasion in Advertising
683:Persuasion in Advertising
114:15 February 2002 (cinema)
28:
734:20 November 2008 at the
681:O'Shaughnessy, Nicholas
664:23 November 2008 at the
449:and reworked further in
422:, known for his work on
359:Collett Dickenson Pearce
414:Lowe London approached
361:in the 1970s, creating
87:60/70 seconds (TV)
925:D&AD Winners, 2002
443:5246 Kodak Vision 250D
284:Reassuringly Expensive
777:Stella Artois, Doctor
729:Reassuringly original
480:Release and reception
1054:Fictional physicians
439:5245 Eastman EXR 50D
245:released in 2002 by
943:8 July 2011 at the
619:8 July 2011 at the
381:Jacques de Florette
294:with help from the
25:
296:production company
263:advertising agency
229:(also credited as
116:15 March 2002 (TV)
842:(Fourth Edition).
576:. The ad, titled
222:
221:
1071:
1049:Beer advertising
969:
960:
954:
934:
928:
921:
915:
902:
896:
883:
877:
866:
860:
849:
843:
836:
827:
816:
810:
799:
793:
790:
784:
773:
767:
754:
745:
725:
716:
705:
694:
679:
673:
655:
649:
636:
630:
610:
376:Jean de Florette
332:Jean de Florette
308:Cannes Gold Lion
279:Jean de Florette
218:
215:
213:
207:Official website
33:
26:
1079:
1078:
1074:
1073:
1072:
1070:
1069:
1068:
1024:
1023:
997:
977:
972:
961:
957:
945:Wayback Machine
935:
931:
922:
918:
903:
899:
884:
880:
867:
863:
850:
846:
837:
830:
817:
813:
800:
796:
791:
787:
774:
770:
755:
748:
736:Wayback Machine
726:
719:
706:
697:
680:
676:
666:Wayback Machine
656:
652:
637:
633:
621:Wayback Machine
611:
607:
603:
598:
570:
526:D&AD Awards
500:
487:
482:
475:
473:
471:
465:
459:
412:
363:print campaigns
347:
342:
316:
300:post-production
249:to promote its
210:
156:
150:
115:
111:Release date(s)
106:
86:
43:
17:
12:
11:
5:
1077:
1075:
1067:
1066:
1061:
1056:
1051:
1046:
1041:
1036:
1026:
1025:
1022:
1021:
1010:
996:
995:External links
993:
992:
991:
976:
973:
971:
970:
955:
929:
916:
897:
878:
874:Brand Republic
861:
844:
828:
820:Biggest Brands
811:
794:
785:
768:
746:
717:
695:
674:
650:
631:
604:
602:
599:
597:
594:
579:Devil's Island
569:
566:
499:
496:
486:
483:
481:
478:
458:
455:
420:Ivan Zacharias
411:
408:
399:Returning Hero
387:Good Samaritan
346:
343:
341:
338:
315:
312:
292:Ivan Zacharias
259:United Kingdom
220:
219:
208:
204:
203:
200:Devil's Island
196:
192:
191:
188:Returning Hero
184:
180:
179:
177:United Kingdom
174:
170:
169:
166:
162:
161:
158:
152:
151:
149:
148:
142:
140:
136:
135:
132:
128:
127:
125:Ivan Zacharias
122:
118:
117:
112:
108:
107:
105:
104:
95:
93:
89:
88:
79:
75:
74:
69:
65:
64:
59:
55:
54:
49:
45:
44:
34:
15:
13:
10:
9:
6:
4:
3:
2:
1076:
1065:
1062:
1060:
1057:
1055:
1052:
1050:
1047:
1045:
1042:
1040:
1037:
1035:
1032:
1031:
1029:
1020:
1016:
1015:
1011:
1008:
1004:
1003:
999:
998:
994:
990:
989:0-415-32223-5
986:
982:
979:
978:
974:
967:
965:
959:
956:
952:
951:
946:
942:
939:
938:That's a wrap
933:
930:
926:
920:
917:
914:
913:2-88479-042-X
910:
906:
901:
898:
894:
893:
888:
882:
879:
875:
871:
865:
862:
858:
854:
848:
845:
841:
835:
833:
829:
825:
821:
815:
812:
808:
804:
798:
795:
789:
786:
782:
778:
772:
769:
765:
764:
759:
753:
751:
747:
743:
742:
737:
733:
730:
724:
722:
718:
714:
710:
704:
702:
700:
696:
692:
691:0-415-32223-5
688:
684:
678:
675:
671:
667:
663:
660:
654:
651:
647:
646:
641:
635:
632:
628:
627:
622:
618:
615:
609:
606:
600:
595:
593:
591:
587:
586:
581:
580:
575:
567:
565:
563:
560:
556:
555:
550:
546:
542:
541:
536:
531:
527:
523:
519:
515:
511:
507:
505:
497:
495:
492:
484:
479:
477:
469:
462:
456:
454:
452:
448:
444:
440:
436:
431:
430:
425:
421:
417:
409:
407:
405:
401:
400:
395:
394:
389:
388:
383:
382:
377:
373:
372:premium lager
369:
364:
360:
356:
352:
344:
339:
337:
334:
333:
328:
324:
320:
313:
311:
309:
305:
301:
297:
293:
289:
285:
281:
280:
275:
271:
267:
264:
260:
256:
252:
251:Stella Artois
248:
244:
240:
239:
234:
233:
228:
227:
217:
214:.stellaartois
209:
205:
202:
201:
197:
193:
190:
189:
185:
181:
178:
175:
171:
168:Sarah Hallatt
167:
163:
159:
153:
147:
144:
143:
141:
137:
133:
129:
126:
123:
119:
113:
109:
103:
100:
99:Stella Artois
97:
96:
94:
90:
84:
80:
76:
73:
70:
66:
63:
60:
56:
53:
50:
46:
42:
38:
32:
27:
24:
19:
1013:
1001:
980:
975:Bibliography
963:
958:
948:
932:
919:
904:
900:
892:The Guardian
890:
881:
873:
864:
856:
847:
839:
823:
814:
806:
797:
788:
780:
771:
763:The Guardian
761:
739:
712:
682:
677:
669:
653:
645:The Guardian
643:
634:
624:
608:
589:
583:
577:
573:
571:
552:
538:
534:
522:Epica Awards
509:
508:
501:
490:
488:
467:
463:
460:
427:
413:
403:
397:
391:
385:
379:
375:
354:
350:
348:
330:
327:public house
318:
317:
277:
273:
237:
236:
231:
230:
225:
224:
223:
198:
186:
78:Running time
40:
22:
18:
1014:Good Doctor
1002:Good Doctor
574:Good Doctor
535:Good Doctor
510:Good Doctor
491:Good Doctor
404:Good Doctor
393:Last Orders
366:to greater
355:Good Doctor
351:Good Doctor
319:Good Doctor
282:-inspired "
274:Good Doctor
257:within the
226:Good Doctor
195:Followed by
183:Preceded by
165:Produced by
146:Luc Bataini
134:Anne Dudley
121:Directed by
41:Good Doctor
23:Good Doctor
1034:2002 works
1028:Categories
596:References
447:composited
435:film stock
424:Land Rover
410:Production
345:Background
340:Production
298:Stink and
155:Production
824:Marketing
545:Microsoft
540:Champagne
504:ACNielsen
429:Born Free
418:director
290:director
253:brand of
247:Interbrew
81:100
62:Interbrew
941:Archived
807:Campaign
732:Archived
713:Campaign
670:Campaign
662:Archived
617:Archived
498:Response
485:Schedule
461:Source:
314:Sequence
302:work by
139:Starring
131:Music by
85:(cinema)
68:Language
1019:YouTube
1009:format)
966:details
554:Odyssey
451:Inferno
323:cholera
241:) is a
173:Country
157:company
92:Product
83:seconds
987:
950:Boards
911:
741:Boards
689:
626:Boards
568:Legacy
559:Levi's
457:Actors
270:London
238:Plague
232:Doctor
72:French
58:Client
48:Agency
964:Pilot
857:Event
601:Notes
590:Pilot
585:Pilot
562:jeans
557:(for
543:(for
416:Czech
288:Czech
255:lager
160:Stink
102:lager
39:from
37:frame
1007:.mov
985:ISBN
909:ISBN
687:ISBN
549:Xbox
441:and
396:and
368:Duty
216:.com
1017:on
947:",
889:",
872:",
822:",
805:",
779:",
760:",
738:",
711:",
668:",
642:",
564:).
547:'s
426:'s
268:in
235:or
212:www
1030::
855:"
831:^
749:^
720:^
698:^
623:,
588:.
402:.
390:,
272:.
35:A
923:"
775:"
707:"
693:.
470:)
468:+
437:(
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
