Megaproduction also features names like Anderson Silva, Beatriz Ferreira and Rodrigo Minotauro.
A spade is uniting three great passions of Brazilians in a mega production: cinema, beer and sport. Recorded in Europe, the audiovisual work features actor Jean Claude Van Damme as the protagonist of a meeting of legends linked to the universe of Martial Arts, the brand’s new territory of operation in 2024.
The film begins with a tense atmosphere and a chase between the protagonist and other personalities from the fighting universe, in an iconic journey through time. In addition to Van Damme, the team of pure malt ambassadors created in 1397 in Germany, includes legendary names such as Anderson Silva, Rafaela Silva, Beatriz Ferreira, Rodrigo Minotauro, Kyra Gracie and Flávio Canto.
Created by GUT São Paulo and produced by Iconoclast, directed by Ian Ruschel, the grandiose production emphasizes the “Spatien Style of Being Strong”, which values strength as part of Spaten’s almost seven centuries of history. Furthermore, the initiative points out that not all strength is brute, as Martial Arts prove, showing that there is strength in discipline, ancestry, history and overcoming.
Watch the film below:
Creative directors Julia Mota and Lucas Adam from GUT São Paulo explain that the film shows a journey through time highlighting Spaten’s legacy from 1397 to the present day. Through the brand’s history, Van Damme, Anderson Silva and other legendary figures navigate different historical eras, showing the essence of strength in its various forms.
“Doing this commercial in Europe was an incredible experience. From the moment we arrived, we were enveloped by the atmosphere, full of cinematic stories. Seeing Van Damme together with these legendary athletes, exchanging ideas and having fun, was sensational. Creating this multiverse in which our protagonist faces challenges was a very rewarding experience. And filming in such iconic locations, like those in ‘Amadeus’, brought a special feeling to the project. Ultimately, this journey was an experience that brought us together, challenged us and filled us with incredible memories that we will take with us”, comments Ian Ruschel, stage director at Iconoclast.
The team formed by Van Damme and Brazilian sports personalities materialize the message that “not all strength is brute”, a signature that closes the film. They are the biggest personalities in the country’s fighting world and one of the biggest action film stars brought together to connect Spaten to the world of martial arts, in a way that is natural and interesting to the consumer.
Bringing Van Damme as a surprise to the audience in Spaten’s film is a taste of what’s to come.
“Spaten has been growing at a rapid pace in the preference of Brazilians and therefore, we want to connect with the brand’s fans as they deserve. Jean Claude Van Damme is a figure that is part of people’s imagination in cinema and martial arts, bringing him back to the screen with Spaten helps to create a connection with the consumer in a big way”, says Cinthia Klumpp, Marketing Director of Spaten.
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