Description
Stella Artois and Netflix have partnered on “The Gentlemen’s Serve,” an integrated global campaign celebrating the second season of The Gentlemen. Created by GUT Amsterdam in collaboration with Netflix Brand Creative Studio, the partnership brings Stella into Guy Ritchie’s stylish, gritty world and marks the series’ first brand partnership, as well as the first multi-market collaboration between Netflix and AB InBev.
The campaign is built around the idea that serving a Stella Artois is more than simply pouring a beer — it is a power play. Led by Theo James, reprising his role as Eddie Horniman, and Stella ambassador David Beckham, the hero film and supporting vignettes showcase the brand’s five-step pouring ritual: The Clean-Up, The Sacrifice, The Angle, The Cut and The Judgement.
“The Gentlemen’s Serve” spans the US, UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea, extending beyond the screen through social content, experiential activations and limited-edition chalices. In London, fans can also step into the world of The Gentlemen at The Marlborough, where the pub will be transformed with hidden references from the show and opportunities to experience the signature Stella serve.
The collaboration is part of a global multi-year partnership between Netflix and AB InBev and aims to bring the style, ritual and swagger of The Gentlemen into fans’ everyday lives. With the second season debuting on Netflix on September 3, the campaign uses recognizable talent, entertainment and real-world experiences to connect the worlds of the series and Stella Artois.
This professional campaign titled 'The Gentlemen’s Serve' was published in Multinational Worldwide and The Netherlands in September, 2026. It was created for the brands: Netflix and Stella Artois, by ad agency: GUT Amsterdam. This Film medium campaign is related to the Alcoholic Drinks and TV and Streaming Promos industries and contains 6 media assets. It was submitted 10 minutes ago.
