Vice evokes Peep Show's Super Hans in campaign and events for Old Blue Last beer

Brand is holding series of events around UK to launch new, bigger can.

Vice has created a social video campaign for its beer, Old Blue Last, featuring actor Matt King playing a character more than a little reminiscent of his Peep Show role Super Hans.

The film was created in-house to launch a 473ml (16 US fl oz) "tall boy" version of the beer's distinctive gold can. It was art directed by Ben Walker and directed by Niall Kenny. 

Old Blue Last was previously available in 355ml (12 US fl oz) cans. The 5% ABV beer is brewed by Anheuser-Busch InBev in Newark, New Jersey, while a 4.5% draft version is brewed by Brains Brewery in Cardiff.

Vice is also hosting a series of events across cities in England to mark the launch, dubbed "#Supercans".

Old Blue Last is partnering music venue owner DHP to host a launch party at The Garage in London. The event will feature live acts from guests, including Manchester’s Levelz and California’s Culture Abuse, alongside DJ sets, karaoke and free beer.  

The brand will also be staging six further events around the country, in London, Birmingham, Brighton, Bristol, Manchester and Nottingham, where it will buy the first round for all guests as part of its "First round on us" initiative.

For those who will miss out on those events, Old Blue Last will offer "mates' rates" delivery prices, giving fans the chance to have the new-style cans delivered straight to their doors.

The events are kicking off with the launch party on 1 May. 

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free