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Anheuser-Busch InBev's new Stella Artois ad calls time on phone distractions - video

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Anheuser-Busch InBev has launched its biggest marketing campaign for Stella Artois with a new TV spot that encourages consumers to put away their mobile phones.

Rolling out in 19 global markets, the 'Joie de Bière' activation shows how the simple addition of a pocket can solve the problem of modern distractions such as 'phones. "Our goal for the campaign is to remind people not to let life get in the way of enjoying what really matters," a spokesperson for AB InBev said.

Financial details behind the campaign have not been disclosed.

The new spot is set in an imaginary Belgian village, called Le Village, that stands in for Stella Artois's hometown of Leuven. Following the launch of the new TV ad, AB InBev will hold Stella Artois events and social activations inspired by Le Village.

"Le Village is a place where people can take a mental escape to imagine what life would be like if you set aside modern distractions," said Harry Lewis, VP for Stella Artois. "We're excited to bring this concept to life as we set out on our mission to bring more joie to the world."

Activations in the US include an on-premise partnership for an extra hour of happy hour specials every Monday at selected bars. Meanwhile, an online campaign using pop-up ads will encourage people to "don't click on this banner ad", tapping in to the Le Village ethos.

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