Cobra, one of the world’s most awarded beers, from Molson Coors, has launched a high impact advertising campaign to drive re-appraisal and expand the drinking occasions associated with the brand.

The campaign introduces the new face of the brand, The Boss, who lives an impossibly smooth lifestyle and creates the impossibly smooth Cobra beer.

The ‘Live Smooth’ TV ad, designed to highlight the care and craftsmanship that goes into bringing Cobra to life, sees charismatic entrepreneur The Boss visiting his two businesses – Cobra brewery by day and his premium brassiere atelier BraCo by night.

Ali Pickering, Brand Director at Molson Coors said: “The Live Smooth campaign is a move away from anything we've done on the brand before and brings to life the almost impossible smoothness of Cobra. We think our audience will love the mixture of The Boss’s aspirational lifestyle and the humorous tone of voice in the ad."

The ad launched in an exclusive spot on Channel 4 during 8 out of 10 Cats on Friday 28th and has been supported by high impact outdoor, digital, social, content and PR.

As our Founder and Chief Creative Officer added:“This is a fun, tongue-in-cheek campaign that shows the two major passions in the life of The Boss who skillfully divides his time between brewing impossibly smooth beer and making impossibly supportive brassieres. In my book, he's living the dream. The client wanted a big and ambitious idea so it's been a brilliant campaign to work on.” We therefore felt it was imperative to cast a gentleman who exhibited both impossibly smooth shaven good looks, along with impossibly smooth mannerisms.