As craft beer slips into the mainstream, so it must find its place among the big hitters of TV advertising. Maltsmiths is a ‘craft’ brand created by Heineken, but it’s an interesting test case.

Its ad is set at Maltsmiths HQ: a clean and professional-looking - but not-too-large - brewery where hop-filled burlap sacks sit among stainless steel tuns and kettles. To the tune of Hall & Oates’ You Make My Dreams, a winking female brewer demonstrates her love of lager via the medium of dance, and is joined by a (bearded, obviously) male colleague to deftly guide us through the brewing process. Then it’s outside to a garden party to share a glass or two of the good stuff.

It’s simple and effective: but a bit safe. Maybe craft brands that follow in its path will dare to offer a bit more edge.

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