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Pilsner Urquell £50m push kicks off with global ad campaign

LONDON - Leagas Delaney has unveiled the first global advertising campaign for Pilsner Urquell since SABMiller announced it was planning a £50m push for the Czech beer brand.

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The campaign breaks in September in Europe and covers television, cinema, press, outdoor and radio. It is set to roll out internationally towards the end of the year.

The ads will claim that Pilsner Urquell's invention in the Czech town of Pilsen in 1842 was an event that not only transformed the world, but led to other inventions, the sole purpose of which are to protect or further enjoyment of the beer.

There are two television executions: "burglar alarm" and "refrigerator", showing in a humorous way how both inventions were inspired by Pilsner Urquell. Further print and radio ads will extend the idea to bicycles, the telephone and crisps.

The ads were created by Leagas Delaney in London, with art direction by David Beverley and copywriting by Rob Burleigh. Academy Films produced the ads, which were directed by Frederic Planchon.

Pilsner Urquell, available in 50 countries, was acquired by South African Breweries in October 1999 for $650m (£420m). This year, SAB bought the Miller Brewing Company and is now known as SABMiller.

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