Bromance – Ceres Italy 2025 | Clapboard Ad Archive

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BROMANCE - Ceres | Clapboard Ad Archive

Ceres’ 2025 campaign BROMANCE, developed by We Are Social for the Food & Drink market, leans into the charged dynamics of modern male friendship with a spot that winks at the gap between affinity and agreement, using the simple premise of two strangers bonding over matching band t-shirts—only to discover they prefer different beers—as the engine for an imaginative, nostalgia-rich narrative. The film sets up a familiar expectation, quickly subverting it with a claymation daydream sequence that colorfully invokes the brand’s advertising heritage and signals its ongoing playfulness: regardless of differing tastes, the joy of connection endures. What Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story—the campaign centers its pivotal twist precisely on the brand’s core benefit, with the protagonist’s willingness to toast a new friend who drinks a rival beer dramatizing Ceres’ promise of unfiltered, real-world inclusivity rather than dogmatic loyalty. Dynamic pacing and the sound of Reality—the beloved track from La Boum—anchor the spot in a potent pop-cultural nostalgia that resonates across generations, targeting everyone from ’90s-savvy drinkers to newly-minted Ceres fans, while peppering in visual Easter eggs that reward the brand’s most devoted community. In positioning Ceres as a catalyst for authentic social moments rather than as a badge for the homogenous or the hyper-aspirational, the campaign unmistakably sets itself apart from market peers like Heineken and Peroni, instead laying claim to the territory of lively, imperfect, and diverse Italian camaraderie. The bold, straightforward tone, a hallmark of both the brand and agency, mirrors Ceres’ longstanding street-level credibility while offering a sharp rejoinder to a digital landscape defined by echo chambers and one-note polarization, a message that speaks pointedly to consumers’ hunger for genuine, tolerant, face-to-face connection. Clapboard rates this 66/100. This campaign signals a shift in the alcoholic drinks category toward brands that champion relatable imperfection and real human variety, even in the smallest of shared rituals.

Credits

Client

Ceres

Agency

We Are Social

Creative Director

Mattia Lacchini, Giuseppe Schiavone, Laura Venuti, Giorgio Bottagisio

Art Director

Camillo Addis, Emma Bertinotti

Account Management

Matteo Piagno, Camilla Beghi, Guia Pradella, Simone Bernotti

Senior Editor

Gabriele Tamborrino Orsini, Dario Sepe

Writer

Simone Calvi

Influencer Marketing

Marta Prosperi

Strategic Planner

Marco Picardi

Production House

We Are Social Studios, Sandro Amabili

Crew

Giulia Camera

Director

Giulio Rosati

Editor

Luca Damiani

Category Mind Map

48%

Ceres’ “BROMANCE” campaign positions the brand as a catalyst for genuine social connection, emphasizing that shared experiences and friendships can thrive despite differences—in this case, differing tastes in beer. The campaign advances a brand proposition rooted in authenticity and inclusivity, suggesting that imperfection and diversity within social bonds enrich relationships rather than hinder them. By portraying a friendship that begins over a mutual interest but acknowledges divergence with humor and acceptance, Ceres reinforces its identity as a beer for real-life, relatable moments, not filtered or polarized interactions. From a market strategy perspective, the campaign targets a broad demographic that spans nostalgic ’90s culture enthusiasts and contemporary young adults, leveraging cultural callbacks—such as the band t-shirts and the soundtrack referencing the 1980s film *La Boum*—to evoke shared memories and emotions. The creative approach centers on a narrative that blends live-action and claymation, adding a playful, dynamic layer that differentiates the film while paying homage to Ceres’ distinct advertising heritage. This stylistic choice, coupled with a storyline that upends expectations by showing friendship surviving minor disagreements, addresses an insight about social interaction in the digital age: while online spaces often amplify division, real-world connections persist through humor, tolerance, and acceptance. The campaign’s straightforward, bold tone aligns with Ceres’ street-level credibility and reinforces its position as a brand connected to authentic, everyday social experiences in Italy’s alcoholic drinks market.

FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist. This campaign fits FORMAT#6 because the pivotal twist—the protagonist accepting his new friend’s different beer choice—hinges on the benefit Ceres embodies: inclusivity and genuine connection over beer, regardless of brand loyalty. The narrative does not resolve a traditional problem, nor does the Ceres product play a decisive role in resolving a conflict. Instead, the benefit (“you don’t have to agree on everything to enjoy good company, even different beers”) is what drives the action and powers the story’s central message. The imaginative claymation fantasy, humorous tone, and final acceptance all amplify that the Ceres attitude—bold, real, and convivial—creates memorable moments, rather than the product serving as a problem-solver or hero within the plot. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Heineken – Market Positioning Global premium lager brand known for its consistent quality and international appeal, Heineken positions itself as a symbol of social connection and cosmopolitan lifestyle, leveraging sponsorship of major events and sports to emphasize unity and shared experiences. 2. Peroni Nastro Azzurro – Market Positioning Italy’s iconic premium beer brand, Peroni Nastro Azzurro emphasizes Italian heritage, style, and sophistication. It targets consumers seeking an aspirational lifestyle linked to elegance, culture, and refined taste, often associating itself with fashion and high-end social occasions. 3. Moretti – Market Positioning Birra Moretti is positioned as a traditional, authentic Italian beer with a rich heritage. It highlights the craftsmanship and warmth of Italian hospitality, appealing to consumers who value genuine, approachable products that complement everyday social moments. 4. Menabrea – Market Positioning Menabrea differentiates through its artisanal brewing tradition dating back to 1846, offering premium, craft-oriented beers. It attracts discerning drinkers looking for quality, heritage, and a deeper engagement with authentic Italian brewing culture. 5. Ichnusa – Market Positioning A Sardinian beer brand known for its strong local roots and robust flavors, Ichnusa appeals to consumers loyal to regional identity and tradition. It positions itself as a bold, no-nonsense beer that embodies the spirited and rugged lifestyle of Southern Italy.

Q: What is BROMANCE - THE NEW CERES SPOT about? A: BROMANCE - THE NEW CERES SPOT is a 2025 campaign created by We Are Social for Ceres in the Italian market. The film tells the story of two strangers who connect over matching band t-shirts at a bar, sparking an imagined friendship depicted through a lively claymation sequence. The narrative playfully explores the idea that true camaraderie can flourish even when tastes diverge—specifically, when the new friends choose different beers. Directed by Giulio Rosati, with claymation by DaDomani Studio, the campaign uses humor and nostalgia to celebrate imperfect, authentic social connections. Q: What creative device does BROMANCE - THE NEW CERES SPOT use? A: BROMANCE - THE NEW CERES SPOT employs FORMAT#6 BENEFIT CAUSES STORY, as classified by Clapboard’s 12-format taxonomy. In this approach, the campaign’s pivotal twist—the protagonist accepting his new friend’s choice of a different beer—directly stems from the brand benefit Ceres represents: inclusivity and genuine connection over beer, regardless of brand loyalty. The narrative does not resolve a traditional conflict; instead, it is the product’s ethos that drives the action, with the imaginative claymation fantasy and humorous tone reinforcing the message that Ceres is about real, convivial moments. Q: What is the campaign proposition for BROMANCE - THE NEW CERES SPOT? A: The campaign proposition for BROMANCE - THE NEW CERES SPOT positions Ceres as a catalyst for authentic social connection, emphasizing that friendships and shared experiences can thrive despite differences, including beer preferences. The brand speaks to a broad audience—nostalgic ’90s culture enthusiasts and contemporary young adults—by leveraging cultural touchpoints such as band t-shirts and an iconic soundtrack. This message matters in the alcoholic drinks market, where Ceres differentiates itself by celebrating imperfection and diversity within social bonds, reinforcing its identity as a beer for real-life, relatable moments. Q: How does BROMANCE - THE NEW CERES SPOT rank in Clapboard's archive? A: BROMANCE - THE NEW CERES SPOT holds a Clapboard Campaign Score of 66/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial team. Q: Who are the competitors in Ceres's category? A: In the Italian beer market, Ceres competes with several established brands. Heineken is recognized for its global premium positioning and focus on social connection and unity through major event sponsorships. Peroni Nastro Azzurro emphasizes Italian heritage and aspirational sophistication, appealing to those seeking elegance and style. Birra Moretti stands for traditional authenticity and the warmth of Italian hospitality, targeting everyday social moments. Menabrea differentiates through its artisanal brewing heritage, attracting discerning drinkers interested in craft and quality. Ichnusa, rooted in Sardinian identity, is known for its robust flavors and bold, regional character.