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By Richard Pagliaro | Thursday, May 20, 2021

Rafael Nadal

Rafa Nadal stars in two new Amstel TV spots. The ‘Choose Your Way to Live’ campaign shows Rafa enjoying the simpler moments with friends and family.

Photo credit: Amstel

Rafael Nadal pours passion into every point he plays on court.

Off court, Nadal satisfies his thirst for living with family, friends and a couple of cold ones.

The king of clay 
celebrates life's simpler moments with family, friends and cold ones in two new Amstel ads—revealing Rafa's concept of riding in style, hanging out at "six-star luxury accomodations" and his heart-racing night life.

The TV ads
—part of the brand's "Choose Your Way to Live" campaign starring Nadalshare insight into how the Spanish superstar finds pleasure in active, everyday off-court activites.

Launching first in Mexico and Spain, with an additional 10 markets following later in 2021, the campaign aims to show how Amstel Ultra and Amstel 0.0 are appealing "alternatives for those occasions where low calories or zero-alcohol beers are a great fit," Amstel said in a statement.

Nadal, who signed on as Amstel brand ambassador this year, stars in both commercials and serves as narrator of "True Luxuries", which puts a wry spin on how the man from Mallorca likes to live away from the spotlight.

In the "Rafa Side of Nadal" spot, we see how the two-time Olympic gold-medal champion gets his kicks and plays the role of retriever away from tennis.

Amstel signed Nadal as brand ambassador to highlight the healthy balance it's promoting with its low-calorie and non-alcoholic beers. The "Choose Your Way to Live" campaign also aims to highlight "the importance of moderation and responsible consumption as part of Heineken's wider Brewing a Better World ambition to create more choice for consumers within the zero-alcohol category," the brand said in a statement.

"I really enjoyed working on this campaign with Amstel, as the message it portrays around encouraging responsible consumption is such an important one," Nadal said. "Amstel Ultra and Amstel 0.0 allow me to find a balance between staying active and spending quality time away from the court with friends, safe in the knowledge that I can make choices that complement my lifestyle and encourage responsible consumption and moderation. I hope it highlights that even the simplest choices in life, can help with finding the balance we all require.”

The campaign was developed by the independent creative shop hello_ and the film was directed and produced by Igor Borghi of Central Films in Mallorca, Spain and followed local COVID-19 guidelines.

Over the next three years, Nadal will feature in Amstel Ultra and Amstel 0.0 TV spots, digital and out of home advertising.

This is the latest activity from the partnership announced in April.

Prior to capturing his record-extending 13th French Open title last fall, Nadal cited suffering as a prerequisite for Roland Garros success.

"You have to suffer. You can't pretend to be in a final of Roland Garros without suffering," Nadal said.

Nadal reminds us when the suffering subsides, living life fully with wise choices is true celebration. 


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