Stella Artois

Change Up The Usual

A Super Bowl campaign featuring the “Dude” Jeff Lebowski & Carrie Bradshaw, showing how a little change can do a lot of good.

We created one of the biggest cultural mash-ups ever and almost broke the internet in bringing back Carrie Bradshaw and The Dude, Jeff Lebowski, for a good cause.

By simply changing up the usual – ordering a Stella “Ar-toes” instead of their iconic cocktails, people all over the world joined these legends in support of the charity, helping over 800 million people with access to clean water.

The campaign kicked off with a cryptic Instagram post from Sex and the City’s Carrie Bradshaw making a possible return that sent fans into a spin.

Soon after we almost broke the internet again with a Jeff Bridges tweet that showed him as The Big Lebowski’s Dude making a possible return too.

The internet lost it.

We then released a remake of “Sex and the City” opening sequence to confirm Carrie’s involvement in our campaign. No one put two and two together yet, the Dude was about to join her in our Super Bowl ad.

On Super Bowl Sunday our ad ran during the game with another big surpirse awaitng viewers.

Yes, You Did See Dos Equis’ Most Interesting Man in the World in Stella Artois’ Super Bowl Ad” - AdWeek

Jonathan Goldsmith joined Carrie Bradshaw and The Dude for the cause. Dos Equis were good sports about it too.


Print & OOH campaign photographed by Miles Aldridge.


We also released a little extra content for fans online.


Directed by Traktor
Produced by Stink Films
Music by Bob Dylan 'The Man in Me' &  Sex and  the City Theme
Photography by Miles Aldridge
Creative by Sarah Sharp, Rachel Ellam, Trevor Gilley & Mike Vitiello
Creative Direction by Jonathan Santana & Erik Norin
Mother New York