• by Teresa Buyikian , 3 hours ago

Sir David Beckham stars in a new Stella Artois campaign supporting season two of fellow Brit Guy Ritchie’s hit series “The Gentleman.”  

In partnership with Netflix, the Belgian-style lager earlier this month dropped “The Gentlemen’s Serve,” a global campaign also staring the show’s leading man Theo James. 

The hero film, “The Auction,” seen here, was developed with creative agency Gut Amsterdam along and the Netflix Brand Studio.

The spot takes place at a gritty live bull auction, where both Beckham and James (as his show character Eddie Horniman) in attendance.

As Beckham places a bid on a steer James wanted, James sends over his colleague to distract Beckham by ordering him a Stella. 

“’The Gentlemen’ is a natural fit to showcase Stella Artois’ brewing heritage and iconic pouring ritual, and to have Theo James and David Beckham connect those worlds is a treat for fans everywhere,” said Marcel Marcondes, global CMO of AB InBev.

The campaign is rolling out across the U.S., U.K., Canada, Brazil, Colombia, Mexico, South Africa and South Korea. 

It extends to social content across both Netflix and Stella’s owned platforms, as well as with in real life experiential activations in key markets. 

Future spots in the effort will explore the brand’s five-step pouring ritual.

The campaign marks the first brand partnership for the series. 

To coincide with the show’s premiere on Sept. 3, Netflix and Stella Artois will take over The Marlborough pub in London, where attendees will be immersed in the world of “The Gentleman.”

Messages about the show will be hidden around the bar, with limited edition merch and custom engraved challises also available.