Multi-million ad campaign for Beck's Vier

InBev UK has announced the launch of a multi-million pound advertising campaign for Beck's Vier.

The ad, which launched on ITV earlier this month and features beat-boxers, mini-skirts and punk rockers, focuses on the brand being "different by choice".

Vikki Babb, Beck's brand director at InBev UK, said: "The campaign vividly illustrates that Beck's Vier, like its parent brand Beck's, is different by choice - choosing not to compromise its brewing heritage, product credentials and taste."

InBev hopes the new campaign will add impetus to the brand's performance in the pub market - the company plans to increase on-trade distribution of the brand from 18,000 points to 25,000 by the end of the year.

The 30-second commercial will run throughout March and April and later in the summer. It will be aired across ITV, Channel 4, Five, and digital channels on Sky and Setanta.

The subjects of the ad - such as New York city as "the city that said no to sleep" and beat-box founder Biz Markie as "the musician that said no to instruments" - were chosen to show how they, like Beck's Vier, achieved success through bucking the trend and setting their own rules.

"Doing things and being different is what we want to explore," said Babb. "We're trying to be more cultural and have a stronger arts and music association."

A beatbox talent search is also being launched in conjunction with the ads.

Regional heats will take place in on-trade venues in Newcastle, Nottingham and Bristol from April onwards, with the winner receiving a trip to New York.