Grolsch enters world of the adult 'Movie'

Grolsch premium lager is spicing up its advertising with the release of a titillating new creative that parodies "adult" films.

"Movie", the second in the series of the Grolsch "not ready yet" advertisements, takes a humorous and satirical look at the more risqué famous Dutch export and continues to build on the "quality through time" theme.

The advert opens to show a scantily clad curvaceous blonde opening the door to a handsome, burly workman who to the surprise of the audience, misinterprets the adult scenario and starts to fix the fridge.

Cue Grolsch man Ronald Top, centrepiece of the "Bank" television advertisement that ran throughout summer 2000, to explain to the actors that, just like the Grolsch brewing process, one can't rush certain things.Following this advice the actors redo the scene, adorned in PVC outfits and backed by funk music, in the way that it was originally intended.

"Movie" will screened in cinemas nationwide over an eight week period and spearheads a £6million advertising investment throughout 2000/2001.

Stuart Cain at Bass said: "Research of the first Grolsch ad 'Bank' has been extremely positive and 'Movie' continues to develop Grolsch's quirky persona establishing it as a unique and distinctive brand."

Following its run in cinemas, "Movie" will be screened on national TV at the end of the year and will run alongside "Bank".