The beer is something very masculine. We dramatize this under the umbrella of less ordinary, which is the communication platform for Zagorka Special in Bulgaria. So, we take the cliché of measuring masculinity by using the product itself. We tell the story in the style of the brand – surprising, witty, intelligent, unexpected and less ordinary. The essence of the story is transmitted through the reactions of the main characters – something very typical for the style of Zagorka commercials.