We open on a gritty, empty, street in the city. Suddenly, a flood of blonde haired people dressed in in pale clothes turn a corner and pour into the street. More and more blonde flows in and the levels of the blonde heads and hair amazingly roll, sway and ungulate like the surface of a river. We watch the flood of people move like pure blonde liquid through the streets fluidly moving around obstacles. Finally they swirl into a subway tunnel and just as suddenly as they appeared - they’re gone. The city is grey and empty again.

Effectively we needed to own a significant part of Budapest inner city that would represent a way we could "flood" the city with blonde haired people (representing the beer, of course) and then having them "drain" into the landscape. It was an enormous challenge. Then the casting and coordination of actually working with 1500 extras demanded resources and, despite all best efforts, patience, as it was such a mass.

Beyond that, we needed to find shots that were both enornmous in scale and elevation and then to closer work depicting the sense of fluid. The allowed art department for this commercial was approximately USD$65, 000. The allowed locations budget was approximately USD$35, 000. This was to secure a street in Budapest, Hungary for 3 full shoot days as well as a bump in and out day.