I think it’s fair to say that the history of San Miguel advertising is littered with some of the worst attempts at commercial communication of all time.
My brain has cast the vast majority of them from my memory, but just the one that went ‘Si-si-si-si San Miguel’ is enough to send shivers of revulsion through my poor guts.
So thank golly for this new one from Saatchi and Saatchi London (interest declared: it’s by David Goss and Ollie Wolf, who are friends of mine):
The ad spans the life of San Miguel from its introduction in the 1950s to current day, and uses a range of film stock, Hi-8 super8, super16, S-VHS and 35mm to give authenticity to the eras, as well as using vintage bottles and chalices.
And it was directed by Daniel Wolfe, who directed this: