BROMANCE

Bros connect over shared passions, but that doesn’t mean they have to agree on everything. The latest campaign celebrates the joy of being together—even when tastes in beer differ.

A band t-shirt and a knowing glance: the best bromances start with an instant connection and a stroke of coincidence. With its new spot Ceres brings this bond to the screen with its signature bold and straightforward style. A story that plays with expectations, flipping them on their head to prove that you don’t have to agree on everything—not even on beer—to enjoy each other’s company.

"Bromance" tells the story of a friendship that’s perfect—well, almost. Two strangers meet at a bar and realize they’re wearing the same band’s t-shirt. That spark is all it takes for the protagonist to imagine he’s just met his new best friend. His mind races through a series of shared adventures—brought to life with a lively claymation sequence, a nod to Ceres’ iconic ads—where they go to concerts, grab burgers, play video games, and, of course, drink the same Ceres Strong Ale. All set to the nostalgic tune of Reality by Richard Sanderson, the soundtrack to La Boum.

The dream crashes down when he notices his new bro has ordered a different beer. After a moment of confusion, he chooses to let it slide and raises his glass to their newfound friendship. Because, as the final message reminds us, "Nobody’s perfect", and that’s exactly what makes new connections so interesting.

The campaign is a tribute to Ceres’ community, from ’90s nostalgia lovers to new fans, packed with surprises and hidden Easter eggs for sharp-eyed viewers to spot. Bromance was conceived by We Are Social, which handled both strategy and creative execution. The film is directed by Giulio Rosati, while the claymation sequence was produced in collaboration with DaDomani Studio.

Mattia Lacchini, Creative Director at We Are Social, comments: "Ceres has always had deep street credibility—it lives in the real world. Unlike the internet, where conversations can create echo chambers and polarization, in real life, people meet and connect despite their differences. That’s why, with Ceres, we wanted to introduce a new chapter in our collaboration by celebrating, with humor and simplicity, those who know how to enjoy time together without having to agree on everything. Even if that ‘everything’ is a different choice of beer!"