Southern China campaign for San Miguel

San Miguel has taken its 'That's fresh' positioning a step further in its latest southern China campaign. Celebrity endorser Stephen Chiao appears both in front and behind the camera, doubling up as the director of the television commercial. Underlining the brand's strategy of exuding confidence in itself, Chiao is seen opening a beer bottle. But the way he uses a 'butterfly' opener on the bottle attracts other drinkers at the bar. In the end, Chiao becomes the centre of attention in a rowdy party that develops around him in the Ogilvy & Mather-created campaign.