Lowe London makes pact with the Devil for Stella

Advertising in general has been 'safe' for a long time after the economic downturn, still Lowe London have a great client that wants to move in to a darker area - Stella Artois. Interbrew asked Lowe to move in this direction after research showed Stella consumers would like a touch of the macabre. Read more to see the result.

Dutch photographer Olaf Veltman got the gig of depicting Lucifer, played by actor Anthony Acker, signing up some souls for that reassuringly expensive beer. Veltmans moody lighting and painterly style suits the gig perfectly, and anyone with an eye for details can spot signs from the dark side in each shot.

In the Stella Office: For instance, in the office there are butterflies - a symbol of souls in many cultures -pinned in frames on the wall and the framed painting is Eugène Delacroix's Faust and Mephistopheles. The office windows form upside down crosses.

Stella Crossroads: In this scene, the road sign reads "Devil's Peak: Fifteen Miles." The telephone poles form three crosses. There are black ravens on the telephone wires. Notice that you still can't see the Devils feet, or rather hooves.

Those who want to play spot the signs from the dark side on the real size ads can pick up issues of Clash, Another Magazine, and Pop in July or wait until August when the campaign moves into mags like Esquire, and Arena.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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