The above commercial by 180:Amsterdam for Amstel beer had many negative reviews. Viewers thought it was boring and did not understand the message. It takes place in a laboratory where the bottle is being tested in a vacuum. The beer's reaction produces a small bubble that explodes and reshapes the top of the bottle. According the narrative, this is how the New Amstel beer changed the bottle's shape. It follows the campaign which was launched to promote the company's new beer. A print ad in this campaign says:

"Brewed in the same way since 1870 - until last year when we completely changed it."

I suppose the commercial above demonstrates how they changed the bottle. The tv shot has a 1970s feel to it and intended to speak to Amstels past. The exciting (?) twist in the commercial when the bottle reacts represents the new Amstel. When compared to the work 180:Amsterdam has done for MTV and Adidas, this commercial cannot compare.

It is also important to note that the tone of the new campaign is much drier than the poking-fun-at-beer-drinkin'-men commericals that preceded it. They were more on par with DDB's Budweiser ads.