Bavaria hires Mickey Rourke to make non-alcoholic beer cool

Dutch brewer Bavaria is enlisting hard-drinking actor Mickey Rourke to star in its TV ads for alcohol-free beer, which breaks today (2 August).

Bavaria hopes the hiring of Rourke will change people’s attitudes towards its non-alcoholic Wit beer by removing its “uncool” image.

The campaign will feature two TV ads starring Rourke. One ad will feature Rourke unkowingly drinking alcohol-free Wit, after being served by a concerned hotel barman who is aware of Rourke’s troubled past.

The ad then cuts away to Rourke going on a rampage through the hotel lobby because his mini-bar only has alcohol-free beer, before he ends up in the bar and asks the barman for another Wit.

The second comic ad features Rourke drinking a Wit while sitting with his girlfriend and pet Chihuahua. The beer leaves Rourke with a white foam moustache, before Rourke demands “Are you looking at my girl?” when a man stares at him.

Bavaria hit the headlines recently after a guerilla marketing campaign resulted in the arrest and trial of one of its representatives during the FIFA World Cup.

This story first appeared on pitch

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here