Brewlander lets fans direct their own beer ads with AI prompts

Independent brewer Brewlander has teamed up with BLKJ Havas to launch a new campaign that invites drinkers to create their own beer ads using AI.

The activation takes aim at the big-budget world of traditional beer advertising — the kind filled with million-dollar shoots, glossy beaches and celebrity cameos — by letting anyone generate their own cinematic Brewlander commercial through text-to-video AI tools such as Sora and Qwen 2.5.

Instead of filming commercials, Brewlander printed them. The campaign rolled out across posters, billboards and magazines featuring detailed AI prompts that users could type in to instantly create their own high-production beer spot.

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Examples included "Surfers ride black sea horses rough an underwater world of neon coral reefs, past glowing jellyfish, raising their ice-cold Brewlanders" and "A colossal Brewlander bottle floats in a galaxy of bubble-planets and star-balls."

Fans who generated their own Brewlander ads also received exclusive discounts on the beer.

Through the campaign, Brewlander positions itself as a brand that invests not in commercials, but in the beer itself. 

MARKETING-INTERACTIVE has reached out for more.

Brewlander is not the only brewer taking cheeky swings recently. While it taps AI to jab at competitors who spend on ads rather than products, Heineken in the US took a playful approach with a campaign that reminds consumers that real connections happen over a beer.

Leaning into the hype around AI friendship devices, Heineken launched a functional bottle opener necklace, a tongue-in-cheek take on “wearable tech.” The tagline, “The best way to make a friend is over a beer”, appeared across high-impact OOH placements in New York City and Heineken US’ social media channels, blending humour with a long-standing brand message: the best relationships are built offline.

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