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German brewer parodies The Bear star’s Calvin Klein ad

26 January 2024 By Louis Thomas

Berlin-based craft beer brand BRLO has released an advert offering its own take on actor Jeremy Allen White’s viral Calvin Klein underwear advert.

Allen White’s swoon-inducing ad campaign for the fashion label took the world by storm, leading to rocketing Google searches for Calvin Klein. At present it has almost four million views on YouTube.

Now, BRLO, which describes itself as “the brewery from Berlin whose name you can only pronounce after a few beers” (it is actually the city’s old Slavic name), has created its own version, called Drink NAKED. Yes, Chef!, which has also resulted in a spike in Google traffic around the brand.

Filmed in the German capital (as evidenced by the TV Tower in the background), the ad’s bearded star recreates some of Allen White’s primping and preening for the camera. Fittingly, given how scantily clad he is, the commercial promotes BRLO Naked, an alcohol-free pale ale.

A LinkedIn post from the brewer, which produces a range of beers and ciders, earlier this week described more about the product and the process behind the ad’s creation: “Full-bodied and juicy, this non-alcoholic beer definitely deserves the spotlight. We were not the only ones who thought so and are still overwhelmed by the energy and idea that was pitched to us exactly two weeks ago today and the result of which is already starting today! The campaign, the team, the speed, the good vibes – it’s all amazing!”

Deloitte Digital Hamburg were responsible for the creative aspect of the ad, which was directed by Charley Stadler.

Humour is a powerful tool in advertising, and it is one beer brands in particular are perhaps more eager to embrace than wine and spirits. Jeremy Clarkson recently made a comedic appearance in the gym to promote his low-alcohol Hawkstone lager.