Maltsmiths has launched its first TV advert, highlighting the brewers’ love for their jobs.

The 30-second advert ‘When You Love What You Do’ aims to invite people into the craft beer category for the first time by positioning Maltsmiths Lager as a beer for everyone to enjoy.

The film follows a male and female Maltsmith dancing around a brewery to the tune of Hall and Oates ‘You Make My Dreams’. The brewery doors then open to reveal a green open space full of family and friends enjoying Maltsmiths Lager. The ad finishes with the Maltsmiths pulling pints and sharing their passion with others.

The Maltsmiths’ Pilsner style Lager and IPA were both launched last year by Heineken UK to bridge the gap between premium lager and craft, and earlier this year the range was given a redesign to create greater on-shelf standout. The brand was given a media spend of £4.5 million this year.

Izabela Glodek, brand director at Heineken, said: “We are thrilled to launch our brand new Maltsmiths ad that really shows the passion behind the beer. Maltsmiths is the perfect gateway beer for those who want to try craft but aren’t sure where to start and it plays a crucial part in attracting the huge 78% of beer drinkers who are yet to try craft. We are really proud of our crisp and flavourful beers, and hope our new ad will encourage more consumers to try craft.

To support the new campaign launch Maltsmiths will be carrying out activations across all major grocery retailers to encourage consumers to try the brand for the first time.