Jupiler: The Inclusive Beer Ad
Media Type:
Print
Brand
Agency
Country:
Industry:
Fancy a beer, Sam? On may 18 2019, Sarah Bettens, one of Belgium’s most famous rock stars, announced her transition towards masculinity and became Sam Bettens. One day later, Jupiler, Belgium’s most masculine beer brand with the 30-year old baseline “men know why”, published a newspaper ad stating two simple words: “Pintje, Sam?”. In English: “Fancy a beer, Sam?”. The message to men was clear: Sam is instantly one of the guys. A traditional brand suddenly made a strong point about the normalization of transgender people. Without endless debates. Just no-nonsense instant acceptance.
Credits
Advertising Agency:
BBDO BelgiumChief Creative Officer:
Isabel PeetersCreative:
Frederik ClarysseAccount Director:
Lore DesmetAccount:
Lieselot De FraineDesign:
Christophe MalotauxStrategy:
Sofie VerstrekenDate:
November, 2019
Ad of the day
Ad of the Day | Sephora: We All Sephora
9.0
Ad of the Day | ESSITY: Inner Strength Support
0.0
Ad of the Day | Nissan: Encounter the Next Electric Intelligence
0.0
Latest News
Nov. 06, 2026
Liverpool FC's Christmas Campaign Delivers Football’s Biggest-Ever Thank You to Fans
Global multimedia Liverpool FC campaign spanning 5 continents will roll out until end of December 2026
Nov. 06, 2026
Georgia Natural Gas Brings Simplicity to the Chaos
ArtClass director Oren Kaplan’s Thanksgiving spot is the second film in Georgia Natural Gas’s "It's That Simple" campaign