Tomasz Adamek supports his hometown beer brand Żywiec

Tomasz Adamek, nicknamed Góral  [Highlander in Polish], is a successful professional heavyweight boxer, appreciated for his great punch resistance and sturdy chin. 

Tomasz Adamek was born and raised in a Polish highland town called Żywiec that is most popular for the Żywiec Brewery which was founded there in 1852.  Currently Żywiec Brewery is majority owned by the Heineken Group, but the Żywiec brand remains one of the most popular upper-mainstream beer brands in Poland. 

Current logo and label of Żywiec Beer

This year Żywiec Beer started a new advertising campaign that featured an array of Polish celebrities:  actor Krzysztof Majchrzak, musician Wojciech Waglewski, coach of Polish national handball team Bogdan Wenta, cartoonist Henryk Sawka and of course – the boxer Tomasz Adamek.   All of them starred in  a series of arty-crafty, black & white spots and print ads with Żywiec’s new tagline:  Najlepsze przed Tobą - which has a double meaning in Polish:  (1) The Best is Yet to Come  or  (2) The Best is in Front of You.  Below you may watch the first TV spot with Tomasz Adamek.

The ad is narrated by Tomasz Adamek’s voice-over in which he describes his training rituals, the origins of his boxing career, and the emotions connected with facing a rival in the ring.  Below you may see the print lay-out that was used in the press campaign in top magazines.

Żywiec's print ad with boxer Tomasz Adamek

At the moment there’s been already a new TV ad with Tomasz Adamek aired in Poland in which Adamek elaborates on the hardships and challenges of living in the highlands.  The spot ends with the slogan: Żywiec. Always from Żywiec only  that highlight the fact that the Żywiec Beer is still produced only in that one brewery located in the town of Żywiec.

Advertising Agency:  Just, Poznań

Directed by:   Marek Dawid

Creative Director:  Jacek Jurek

Copywriter: Ewa Kaczmarek  /  Art Director: Kira Pietrek

Media Agency:  Macroscope OMD

Advertisement