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Amstel - Filter Life / Restricted version

This ad, based around the idea of an exploration into the moment, paints a picture of exactly what people are doing at a precise moment in time across the globe. “Filter Life” is a gentle nudge towards a life of less stress and more of the things we love.

Intended for restricted markets (where human beings cannot be seen in commercials for alcoholic products), this version of the ad doesn’t show any folks, but poetically evokes their presence throughout the whole countdown.

Shot in Australia under the supervision of Dutch based creative agency 180 Amsterdam, the ad was released globally in the summer of 2007.
Agency: 180 Amsterdam
Creative Director: Adam Chasnow
Directed by Rey Carlson
Edited by Marco Della Coletta