Looking at the stars is synonymous with ambition and dreams and Mahou Five stars He now turns it into his brand territory by identifying him with his own identity. That is the idea that vertebra “points to heaven and you will reach the stars”, the new campaign designed by & Rosàs with which the beer brand bets on a More aspirational narrative and a new way of appearing before consumers.
Mahou invites you to continue dreaming, to aim high, and to provide for each achievement achieved
The campaign stars actor Miguel Herrán, known for his papers in “Elite” or “La Casa de Papel”. As the brand explains in a statement, the election responds to its history and professional career, which embody the spirit of overcoming and the search for greatness To those who Mahou wants to link in this new stage. Herrán won the Goya Award for the best revelation actor in 2016 for the movie “In exchange for nothing” and since then, according to the brand, “He has traveled a path full of challenges, effort and authenticity”
The brand turns this idea in a spot that encourages consumers to Reflect on the ambition and meaning of pointing high in life. Thus, you can see Herrán drawing his own vision of aspiration while ascending to heaven on a great structure with the stars of Mahou, raised by a crane. Upon reaching the roof of the building, the actor meets with friends and contemplates the city to celebrate everything achieved.
“Why do you look at the sky so much? For the stars, those that tell us how far we can reach. What they tell us: If you are going to do it, do it big. That’s why we look up. Because we aspire to shine with the same intensity“, says Herrán in the spot with August and Labhouse production. The brand relies on the personality and perception of the actor To generate one aspirational image facing a young audience.
“This is a hard profession. It demands sacrifices and discipline. They see me as an example to follow, but luck is neither“, says Herrán in the brand statement.”It is normal to work hard until you get the opportunity. That’s why I felt identified from the first moment with this Mahou campaign, because I always try to do things big, giving my best”
The ambition of the brand in “points to the sky and you will reach the stars” also materializes in the production of the spot itself. As Mahou details, the stars of the filming were built by hand until reaching the five meters high and 25 in length. In addition, on the scene, Herrán climbs up to the top of an 85 -meter building insured with a harness. A statement of intentions for the brand.
“With this campaign we take a step forward in our way of telling who we are“, points Emmanuel Pouey, general marketing director of Mahou San Miguel.”It represents a new look for the brand, with a renewed image and an emotional narrative that reflects not only Mahou’s iconicity, but also our commitment to excellence when making our beers, with the quality five stars as a fundamental premise”
“It points to heaven and you will reach the stars” it has five versions of different durations of the spot and runs on television, social networks and digital platforms.
