In 2019, Pilsner Urquell partnered with the Karlovy Vary International Film Festival as the official beer. Two of the Czech icons finally came together. And although it was the first time Pilsner Urquell was part of this movie festival, it was always part of the Czech movies. 

To show that, we have used nothing but real movie scenes that featured Pilsner Urquell - or as we call it "Plzeň", for our ad. Long before the era of product placement, this beer was simply lovebrand of directors, writers, actors... a true part of the Czech culture. 

Dobrý voják Švejk (1956)

Adéla ještě nevečeřela (1977)

Obsluhoval jsem anglického krále (2006)

A Pilsner Urquell's bartender run, inspired by a famous scene from the movie Vrchní, prchni (1980) which also took place at Karlovy Vary

Agency: VMLY&R Prague

ECD: Dora Pružincová

Copywriter: Vladimír Zikmund

Art Director: Eugen Finkei, Josef Janáč

Designer: Dimitri Ufimcef

Account Director: Jakub Hereš

Music Composer: Jan Šléška

Created in 2019.