Vigics and Dawn reunite in new campaign for Grolsch

The Dutch beer brand Grolsch comes with a new campaign; Time for each other, time for Grolsch.

The campaign is kicked off with a new commercial, In the new commercial, by creative agency Dawn and directed by Joost Biesheuvel, Grolsch brings back the 'pop', one of the most recognisable features of the brand.

In the first commercial produced by Vigics, the 'pop'; plays the leading role again as usual. The commercial should remind beer drinkers to make time for each other to have a good conversation together, because Time for each other, time for Grolsch.

Grolsch – Tijd Voor

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Agency Dawn/Amsterdam
Production Company Vigics
Director Joost Biesheuvel

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Credits

powered by

Agency Dawn/Amsterdam
Production Company Vigics
Director Joost Biesheuvel
Music Sounds Right

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Director Joost Biesheuvel says the following about the commercial: “In my conversations with Dawn, it was a lot about the individualistic world we live in; especially about its absurdity. If you zoom out for a moment, you could say that we are more or less in a trance for large parts of our day. All this is actually at odds with Grolsch's identity and sobriety. That's why we wanted to place our hero in the middle of this crazy world; a sober guy without stress, who is not concerned about the latest hypes or gadgets, but who is timeless. Timeless as getting together, timeless as Frank Sinatra's music and timeless as beer. So, he interpreted Grolsch's core values and we decided to put him down as a bartender. With the main goal: to awaken the rest of the world.”

In addition, he says about bringing back the 'pop'. “The iconic 'pop' was of course the perfect weapon for the bartender to pull people out of their rut. The plop therefore again plays a central role in the film and serves as a kind of lure and wake-up call at the same time.”