Camden Town Brewery launches 'the world's first TV ad you can (sort of) drink'

In a bid to celebrate the fact that people in Britain can now enjoy a pint together (a socially distanced pint, obv), the brand has released a new ad for its Hells lager with scannable QR codes that might mean viewers can win a beer delivery right to their doors.

This pretty irresistible campaign was dreamt up by agency Wieden+Kennedy, which brought in four illustrators working in various styles from London animation studio Blink: Guy Field, Sophie Koko Gate, José Fatkinson and Bridget Meyne.

The foursome designed various fictional illustrated characters, who naturally seem pretty chuffed at the idea of nabbing a free beer—bar one brewery number-cruncher, of course.

"Working with boundary-pushing illustrators and designers has always been a part of Camden's DNA," says the brewery.

The ad makes its TV debut on 18 August, and will also be shown on BT Sport during the Champion's League Semi-Final on 23 August, and on Channel 4 during the weekends of 21-23 August and 28–30 August.

The ad will display a 20-second montage of QR codes that consumers can scan on their phones directly from the TV to redeem free packs of beer. There will be more than 45,000 free bottles of Hells given away in total as well as more than 5,450 prizes.