A series of hilarious ads from German beer brand Weltenburger Kloster entitled 'Beer-ism' depict modern situations in a medieval setting. Designed to emphasize the brand's storied history, each print ad shows a different relatable scenario. Modern narratives that arise from alcohol are transported back in time for warriors, aristocrats and knights.
Each illustration was made to look like an old oil painting to enhance the ancient effect. Accompanying the comedic ads is the text "Beer-sim since 1050."
The Beer-ism campaign was designed and executed by ad agency Y&R Brazil. Y&R created the promotion in order to make Weltenburger Kloster's background as the oldest monastery brewery in the world relatable to a Brazilian market. By showing historic characters in modern situations, the ads place the brand's history under a modern lens.