Staropramen’s surreal exploration of talent

Featuring three leaders in their respective industries, Staropramen ties its brand to the values of these pioneers.

Each film creates its own mythology around these men, surrounding them with the tools of their trade and the accolades of their careers. There’s a cinematic feel as we move through their place of work; the camera tilts strangely, lights flicker, pages fall around them. 

Engaging and surreal, the three men are a former footballer and current Czech coach, Jaroslav Šilhavý (Soccer Coach), Hynek Čermák, a Theater Actor, and Staropramen’s own Brewmaster Jan Špaček, who invented his own beer as an experiment. The agency lead was The Future Bakery, the spots were directed by Ludos Vacke, and produced by Creative Embassy.