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New Amstel TVC | The Chef



As part of an ongoing brand campaign Amstel presents The Chef, a new TV commercial that follows their award-winning ad The Boxer. The ad will flight on national TV next week Thursday for the first time.


Like The Boxer, the story is once again a celebration of taking your time to do something the right way. The TV ad tells the story of Simphiwe Nzima, a young man who takes up a job as a dishwasher so he can learn from the chefs around him and, over time, gain the experience he needs to realise his dream of becoming a chef and opening his own restaurant.


The Chef was shot almost entirely on location in the kitchen of the iconic Mount Nelson Hotel in Cape Town and included the involvement of the Executive Chef, Rudi Liebenberg and his team. They trained the actors in the art of running a kitchen and created the intricate dishes that feature in the ad.


We’ve featured the extended 130″ version of the story above. Click through if you’re interested in seeing the 60″ and 30″ cuts.




Agency – OwenKessel
Executive Creative Director – Donovan Bryan
Creative Director – Mike Cook
Copywriter – Stephanie Larsen
Art Director – Pamela Turner
Producer – Helen d’Hotman
Production Company – Velocity Films
Director – Greg Gray
Cinematographer – Paul Gilpin
Editor – Ricky Boyd at Deliverance
Music – One Day/Reckoning Song (Wankelmut Remix) Radio Edit by Asaf Avidan & The Mojos


Between 10 and 5