Preview Amstel 'Chef' TVC before this week's launch

The TV ad tells the story of Simphiwe Nzima, a young man who takes up a job as a dishwasher so he can learn from the chefs around him and, over time, gain the experience he needs to realise his dream of becoming a chef and opening his own restaurant.

He learns that the things that matter mostly do not happen overnight - they take time and, by taking the time he needs, he not only achieves success but also enjoys himself every step of the way.

On location

Produced by advertising agency OwenKessel, directed by Greg Gray of Velocity Films, with cinematographer, Paul Gilpin and editor, Ricky Boyd of Deliverance, it was shot almost entirely on location in the kitchen of the Mount Nelson Hotel in Cape Town.

The shoot included the involvement of executive chef, Rudi Liebenberg and his team. Not only did they train the actors in the art of running a kitchen, but were integral in preparing the intricate dishes shown throughout the ad.

The TV ad also features the international hit song, "One Day/Reckoning Song (Wankelmut Remix) Radio Edit" by Asaf Avidan & The Mojos, which has over 100 million YouTube views to date. This popular song adds both energy and emotion to the story.

"Just like 'The Boxer', the story builds off the idea that things get better when you take your time," says Diederik Vos, marketing manager. "That is what he is doing in this story - he is taking his time to learn all the tricks of the trade that will help him become a great chef. It is not easy, just as there are no shortcuts or quick fixes to brewing a good beer. That's how the stories are connected - they both take their time to achieve true quality."

"There is nothing I would change on the ad. I could not be more proud of my team and our brave partners for making such a breakthrough piece of work," says Donovan Bryan, executive creative director of OwenKessel.

View ad on bottle

The campaign includes 130", 60" and 30" length commercials. The TVC will air on SABC 1, 2 and 3, eTV and DSTV from 11 July 2013. In addition, consumers will be able to watch the ad on their own Amstel Lager bottle. All they have to do is download the Aurasma App from the App Store onto their phones and use it to scan the logo. The ad will then play, allowing them to enjoy the ad and their beer at the same time.

Watch the 130" commercial at

60" at

30" commercial at