"Welcome to the Lake"

1 April 2025

40s

Foxing the beer world.

Much of the delight of this sublime commercial for Italian(ish) beer Poretti is derived from its subtle lampooning of most other commercials for Mediterranean beers. The shots of a man heading across a lake, after we've glimpsed his boat from beneath and the monicker embossed on the side of his craft feels very familiar, and yet we quickly sense this is veering in another direction.

The styling remains consistent with the advertising that's being spoofed but this is no ordinary beer ad. The track - Prisencolinensinainciusol by Adriano Celentano - is a fantastic choice because it fits in with the vibe of a standard beer ad at the same time as lending itself perfectly to the subversion, and it forms a perfect bridge between the ad's two dimensions.

The foxes, created by Untold Studios, are exquisitely incorporated by director Jeff Low, as he gently squeezes every ounce of humour from an excellent script by Charlie Gee and David Shirley of Pablo. Low's restraint is invaluable as it allows this ad to have its cake and eat it... by making fun of a genre of advertising while remaining solidly part of it. Perfect.

UK

Lagers