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Amstel “The Boxer” 2013

Amstel “The Boxer” (2013) is an Amstel commercial for OwenKessel. It won one award: Clio 2013 Bronze — Film Technique / Cinematography.

A boxer's journey from defeat to championship, supported by his community, highlights the value of patience and perseverance.

Video: Velocity on Vimeo

Shot by shot

  1. A male boxer, sweaty and shirtless, lies unconscious on the canvas of a boxing ring after being knocked out.© Amstel0:17
  2. A man with dark skin and a mustache looks down, his face partially obscured by shadow, in a dimly lit interior.© Amstel0:27
  3. A man in his 40s, wearing a beanie and work clothes, sits alone on a concrete ledge, looking downcast in an empty, industrial-looking space.© Amstel0:36
  4. A man in his 60s, wearing a cap and work clothes, smiles while driving a vehicle, with bright windows in the background.© Amstel0:44
  5. Two middle-aged Black men, one in a bucket hat and the other in a beanie, laugh heartily while looking off-camera in an exterior setting.© Amstel0:50
  6. A group of men in work clothes watch one man shadow box in front of a corrugated metal building.© Amstel0:57
  7. An older woman in a light blue cardigan embraces a man in a tan jumpsuit, surrounded by a cheering crowd outdoors.© Amstel1:03
  8. A male boxer in a white tank top trains in a dark, smoky gym, throwing punches as light streams in from above.© Amstel1:09
  9. A man in a red shirt and patterned vest sits at a bar, looking up and smiling, with beer bottles in a fridge behind him.© Amstel1:14
  10. A man in a brown jacket and beanie struggles to lift a heavy object, grimacing with effort in a dimly lit industrial space.© Amstel1:23
  11. An overhead shot shows two boxers and a referee in a boxing ring, surrounded by spectators in a dimly lit arena.© Amstel1:37
  12. A male boxer in a yellow shirt holds up a championship belt in a crowded, dimly lit room, celebrating his victory.© Amstel1:45

Stills © Amstel. Made by OwenKessel.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A boxer's journey, supported by his community, emphasizes patience and perseverance.

Tagline: “Take your time. Slow Brewed. Extra Matured.”

underdog storycommunity supportmentor figureredemption arctraining montageflashback narrative

The cut

Length
120 s
Shots
105
Average shot
1.1 s

What creatives use Amstel “The Boxer” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Amstel “The Boxer”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A male boxer, sweaty and shirtless, lies unconscious on the canvas of a boxing ring after being knocked out.© AmstelA man with dark skin and a mustache looks down, his face partially obscured by shadow, in a dimly lit interior.© AmstelA man in his 40s, wearing a beanie and work clothes, sits alone on a concrete ledge, looking downcast in an empty, industrial-looking space.© AmstelA man in his 60s, wearing a cap and work clothes, smiles while driving a vehicle, with bright windows in the background.© Amstel
    Frames from Amstel “The Boxer”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Amstel “The Boxer” in order, with its length, framing and what happens in it.

    A male boxer, sweaty and shirtless, lies unconscious on the canvas of a boxing ring after being knocked out.© AmstelA man with dark skin and a mustache looks down, his face partially obscured by shadow, in a dimly lit interior.© AmstelA man in his 40s, wearing a beanie and work clothes, sits alone on a concrete ledge, looking downcast in an empty, industrial-looking space.© AmstelA man in his 60s, wearing a cap and work clothes, smiles while driving a vehicle, with bright windows in the background.© AmstelTwo middle-aged Black men, one in a bucket hat and the other in a beanie, laugh heartily while looking off-camera in an exterior setting.© AmstelA group of men in work clothes watch one man shadow box in front of a corrugated metal building.© Amstel
    Length: 120 s · Shots: 105 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a underdog story

    Before you present an idea, you need to know who has done it, and how.

    Amstel “The Boxer” is built on a underdog story. Search the library by idea to see every spot that uses it.

    Chrysler “Born of Fire”© ChryslerGatorade “Replay”© GatoradeEpuron / German Ministry for the Environment “Power Of Wind”© Epuron / German Ministry for the EnvironmentPeugeot “The Sculptor”© Peugeot
    Chrysler · Gatorade · Epuron / German Ministry for the Environment · Peugeot

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Which agency made Amstel “The Boxer”?

OwenKessel created it for Amstel (2013).

What awards did Amstel “The Boxer” win?

1 awards, including Clio 2013 Bronze — Film Technique / Cinematography.

What is the tagline of Amstel “The Boxer”?

“Take your time. Slow Brewed. Extra Matured.”

Sources for the credits and awards

clios.com