Lowe has created a &£12m television and cinema advertising campaign for Stella Artois beer. The campaign is the 11th iteration of its ‘reassuringly expensive’ theme that has been running for 15 years, but marks the first time that the beer brand has used black and white imagery in its TV and cinema advertising. It was directed by Ivan Zacharias. The ads continue to use the high production values to complement the beer’s premium positioning. The ads break on the June 20. Media buying and planning is by Starcom Motive. Stella Artois is owned by Belgian brewing giant Interbrew.