How Stella Artois Made Its Very Naked New Ad Campaign

Filters are everywhere. On the apps we use, and the pictures we post online. The latest Stella Artois campaign is free of filters in every regard. Mother London created a TV, print and OOH campaign to promote the brand’s first unfiltered lager. And since the beer is unfiltered, the people in the campaign are in a state of undress.

“Naked has obviously been done many times before in advertising, but not often with elegance or authenticity,” say Oli Rimoldi and Anthony Montagne, creative directors at Mother London. “So, our focus throughout was on the craft, especially the casting—it was so important to everyone involved to represent real people with real bodies.”

Print and OOH ads for “Beer, au naturel” feature residents of a casual European town. Folks gather to play chess, walk the dog and have a drink in the nude. Everyone is happy, comfortable and hopefully applying sunblock often.

The TV spot follows a naked bartender carrying a cold chalice of beer to a customer. A newspaper, a ruptured pipe, crates of Stella, a well-positioned peach and a bushy plant keep their modesty under wraps.

“I wasn’t raised to despise my body or anyone else’s, so it was refreshing to be able to cast a kaleidoscope of naturally beautiful actors in this charming commercial,” says director Autumn De Wilde.

Mother London provided us some behind-the-scenes photos from the TV shoot. They’re also unfiltered, FYI.

“Interestingly, conversations around wardrobe were very lengthy, despite there seemingly being none,” the creative pair tell Muse. “Never before did we think we’d be discussing the quality of a ‘cock sock.’ The priority was always the comfort of the cast, so an intimacy coordinator was always available on set, and the wardrobe department even had matching robes and slippers to keep them all warm when off camera—yes, it was surprisingly colder than it looks.”

CREDITS

Client: Stella Artois
Campaign: Beer, au naturel
Creative: Mother
Strategy: Mother
Production Company: Anonymous Content
Director: Autumn de Wilde
D.O.P: Jamie Feliu Torres
EP: Victoria Fitzwilliams
Head of Production: Shion Hayasaka
Producer: Juliet Naylor
Production Manager: Sera Bal
Local Service Company: 24/7
24/7 EP: Richard Webb

Edit House: Marshall Street Editors
Editor: Tim Thornton-Allan
Assistant Editor – Alex Djain

Post House: BlackKite
Post Producer: Tamara Mennell
VFX Supervisor/Lead: Johnny Freeman

Color: Company3
Colourist: Yoomin Lee
EP: Ellora Soret

Sound: No8 London
Sound Producer: Karen Noden
Sound Engineer: Sam Robinson

Music: Leland
Music Supervisor: Toby Williams

Print:
Photographer: Nick Meek
Photographer’s Agent: Siobhan Squire

PR:
The Romans