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Island's Edge “Better Less Bitter” 2023

Island's Edge “Better Less Bitter” (2023) is an Island's Edge commercial directed by David Shane for Publicis, produced by O Positive. It won one award: Epica 2023 Silver Alcoholic Drinks.

In a cozy pub, various patrons share their slightly bitter life experiences, only to find a moment of sweet relief with a pint of Island's Edge stout, which is "better, less bitter."

Video: Island's Edge Stout on YouTube

Shot by shot

  1. A young man with dark hair and a beard, wearing a brown jacket and striped shirt, stands in a dimly lit pub, looking around and talking.© Island's Edge0:00
  2. A male bartender with grey hair and a white shirt pours a pint of stout for a male customer at a dark wooden bar in a pub.© Island's Edge0:01
  3. A bald man with a beard sits at a bar, holding a pint of dark beer, and talks to someone off-camera in a dimly lit pub.© Island's Edge0:04
  4. Three men are at a bar, one in a brown shirt takes a sip of his drink, while the other two watch him in a cozy pub.© Island's Edge0:12
  5. A young woman with short dark hair puts on a black leather jacket in a dimly lit pub, smiling at someone off-camera.© Island's Edge0:14
  6. A middle-aged man with grey hair and a light blue shirt stands behind a bar, talking to customers in a dimly lit pub.© Island's Edge0:19
  7. A pint of Island's Edge stout with a creamy head sits on a dark wooden bar, with text "IT'S BETTER LESS BITTER" appearing next to it.© Island's Edge0:27

Stills © Island's Edge. Made by Publicis, O Positive and David Shane.

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

The idea

People share their bitter life stories, finding solace in a less bitter stout.

Tagline: “It's better less bitter.”

slice of lifeconfessional storytellingironic contrastpub settingeveryday struggles

The cut

Length
30 s
Shots
7
Average shot
4.3 s

What creatives use Island's Edge “Better Less Bitter” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Island's Edge “Better Less Bitter”? 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 young man with dark hair and a beard, wearing a brown jacket and striped shirt, stands in a dimly lit pub, looking around and talking.© Island's EdgeA male bartender with grey hair and a white shirt pours a pint of stout for a male customer at a dark wooden bar in a pub.© Island's EdgeA bald man with a beard sits at a bar, holding a pint of dark beer, and talks to someone off-camera in a dimly lit pub.© Island's EdgeThree men are at a bar, one in a brown shirt takes a sip of his drink, while the other two watch him in a cozy pub.© Island's Edge
    Frames from Island's Edge “Better Less Bitter”

  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 Island's Edge “Better Less Bitter” in order, with its length, framing and what happens in it.

    A young man with dark hair and a beard, wearing a brown jacket and striped shirt, stands in a dimly lit pub, looking around and talking.© Island's EdgeA male bartender with grey hair and a white shirt pours a pint of stout for a male customer at a dark wooden bar in a pub.© Island's EdgeA bald man with a beard sits at a bar, holding a pint of dark beer, and talks to someone off-camera in a dimly lit pub.© Island's EdgeThree men are at a bar, one in a brown shirt takes a sip of his drink, while the other two watch him in a cozy pub.© Island's EdgeA young woman with short dark hair puts on a black leather jacket in a dimly lit pub, smiling at someone off-camera.© Island's EdgeA middle-aged man with grey hair and a light blue shirt stands behind a bar, talking to customers in a dimly lit pub.© Island's Edge
    Length: 30 s · Shots: 7 · Average shot: 4.3 s

  3. 03Ad ideas: every spot built on a slice of life

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

    Island's Edge “Better Less Bitter” is built on a slice of life. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© Novartisadidas “Remember the Why”© adidasTyC Sports “Culo y Calzón”© TyC SportsBudweiser “True”© Budweiser
    Novartis · adidas · TyC Sports · Budweiser

More commercials by David Shane

  • Uber/Uber Eats "When You’ve Done Enough - Evil’d Enough" (2025) commercial still© Uber/Uber EatsUber/Uber Eats “When You’ve Done Enough - Evil’d Enough” 2025Dir. David Shane · MotherThe One Show Gold 2025
  • Apple "Pudding" (2025) commercial still© AppleApple “Pudding” 2025Dir. David Shane · AppleAICP Awards Winner 2025
  • Uber One for Students "Brian Cox Goes to College" (2024) commercial still© Uber One for StudentsUber One for Students “Brian Cox Goes to College” 2024Dir. David Shane · SpecialEmmy (Outstanding Commercial) 2025
  • Snickers "Grandma" (2019) commercial still© SnickersSnickers “Grandma” 2019Dir. David Shane · BBDOLondon International Awards Gold 2018
  • Mars "Fantasy Night" (2018) commercial still© MarsMars “Fantasy Night” 2018Dir. David Shane · BBDOLondon International Awards Gold 2018
  • HBO GO "What's He In" (2014) commercial still© HBO GOHBO GO “What's He In” 2014Dir. David Shane · SS+KCannes Lions Gold 2014

More from Publicis

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

Who directed the Island's Edge “Better Less Bitter” commercial?

David Shane directed it, produced by O Positive, for the agency Publicis.

Which agency made Island's Edge “Better Less Bitter”?

Publicis created it for Island's Edge (2023).

What awards did Island's Edge “Better Less Bitter” win?

1 awards, including Epica 2023 Silver Alcoholic Drinks.

What is the tagline of Island's Edge “Better Less Bitter”?

“It's better less bitter.”

Sources for the credits and awards

winners.epica-awards.com