Melkunie Bavaria Combi - Peer Mascini / Zo, nu eerst een Bavaria! (2000) :30 (The Netherlands)

What is going on? Here, at the beertaps of the bar, there is unmistakably Peer Mascini, the man from the Melkunie adverts, but he is talking gibberish:

...everyone tries to do their bit. So is Melkunie and it presents nothing but Bavaria! Music!!!! Bavaria offers an almost unique ambiance to show you our beautiful Melkunie collection in all its beauty. And... that can happen to you too, but there is some urgency. So you see, all good things come from... Melkunie cows! So, now first a Bavaria! Zo, nu eerst een Bavaria! Yes..
Say girls, who actually drives?

The campaign is from Lode Schaeffer and Erik Wünsch, co-founders of the Amsterdam advertising agency SWH. Their goal is to be entertaining. The point, Wünsch explains, is that Bavaria should be known as `the beer of the people'. The campaign follows the successful photo campaign that resulted in 10,000 photos last year to which the slogan 'So, now first a Bavaria' was applicable. In fact, the ads were then created by the contributors. Bavaria is now opening up its advertising media time and advertising space to anyone who also has something to sell.

Wünsch: Advertising has always had a difficult relationship with society. We come in uninvited – and if we're annoying, that's a nuisance. For years we have ignored that, but gradually our profession is maturing and we dare to afford some self-mockery.

Schaeffer: We also know that we are sometimes annoying, because we have to show our face everywhere if necessary. But in this way we hope to make it a little nicer.

Ad agency: Schaeffer Wuensch Has (S-W-H), Amsterdam

Copywriter: Erik Wunsch
Art Director: Lode Schaeffer
Account Supervisor:Jan Has