SINGAPORE – For decades, beer advertising has been dominated by global giants with lavish productions, sun-soaked beaches, and celebrity endorsements that cost more than an independent brewery could ever afford. For Singapore-based craft brewer Brewlander, it was never a fair fight. Until now.
With the rise of text-to-video AI platforms like Sora and Qwen 2.5, the rules of advertising have changed. Anyone with a keyboard can now create cinematic films without spending a cent. Embracing this creative revolution, Brewlander decided to take matters into its own hands.
To prove that it’s the beer that invests in the beer, Brewlander and its creative partner BLKJ Havas launched A.i Irresponsibly—a campaign that turned traditional advertising on its head. Instead of filming commercials, Brewlander printed them. Posters, billboards, and magazine spreads featured detailed AI prompts that anyone could input to instantly generate over-the-top beer ads.
Examples of these AI prompts included:
“Surfers ride black sea horses through an underwater world of neon coral reefs, past glowing jellyfish, raising their ice-cold Brewlanders.”
“A colossal Brewlander bottle floats in a galaxy of bubble-planets and star-balls.”
Fans who generated their own AI-powered Brewlander commercials were rewarded with exclusive beer discounts, further turning the campaign into an engaging, participatory experience.
At its core, the message was refreshingly simple: Brewlander doesn’t invest in million-dollar commercials—it invests in what truly matters: the beer itself.
