Proost op karakter, klinkt als Grolsch
The new Grolsch campaign is all about persistence and character. Marc Janssen, as the master brewer of Grolsch, has big shoes to fill. And with Grolsch’s reputation for characterful, outspoken music choices, so did we.
The music had to feel classic and timeless, as if you’d heard it before. But it needed a strong, outspoken character of its own. To underline the pressure on Marc’s shoulders, the music needed a certain restlessness.
With Marc Janssen being a drummer himself in the band The Non Returnables, it was only right to express that nervousness through a drum-driven piece. We happened to have some drum solo recordings lying around, coincidentally also recorded for a film set in a factory. By recording additional material and editing it to picture, we landed on a piece that keeps a continuous drive, while following the ebbs and flows of the story.
For the ending, the eureka moment, we wanted to create a sense of resolution. To continue Grolsch’s legacy of bold and characterful music, while still feeling timeless and cool, we took inspiration from the most important year in jazz history, a year that was all about pushing things to the limit and breaking the status quo: 1959.
Behind the scenes, with all-star drummer Joost Kroon!
