Beck's back on TV with £12m campaign

Beck's beer is back on TV for the first time brewer InBev took on the UK distribution rights nine months ago.

The advertising is part of a £12m package of marketing investment by InBev UK for Beck's and new Beck's Vier.

The commercial reinforces the message that Beck's is brewed using four natural ingredients - barley-malt, hops, yeast and water - in accordance with Germany's Reinheitsgebot law.

It portrays four dancing characters that turn out to be the same person represented in a range of different ways.

The person first appears as a marionette puppet followed by two-dimensional animation and a stop-frame motion model. The final version is the real-life person. The commercial is set to a track by The Flaming Lips entitled "It Overtakes Me".

Devin Kelly, marketing director of InBev UK, said: "This campaign delivers a really simple message about the brand in a truly engaging way that will have strong appeal to lager drinkers.

"It is the first time the brand has been on TV in a number of years so it will provide a timely boost in consumer awareness as we continue to drive the success of Beck's."

The TV campaign is running on ITV1, Channel 4 and Five and will run until mid-July. The schedule will feature 40 and 30-second versions of the commercial.