We see an employee who has saved the life of a colleague by yelling EY!

He is then sent around the world by his boss to teach the same slogan to employees worldwide.

EY! is a primal statement that is used and understood worldwide.

The lead role of the Amstel safety film was first searched within the employee base of Amstel Netherlands. The actor for "the man who saves a life with EY!” had to be as similar as possible to real Amstel employees. He had to convey recognition, credibility and like-ability. Unfortunately, it was not possible to take a brewery employee out of his current position and take him or her around the world for three weeks, since the shooting period was exactly during the busiest time of the year. That is why a casting agency was used to streetcast a credible Amstel employee.

Chris has a strong personality and is naturally engaging. He was intentionally given minimal instruction and was encouraged to keep his personality as pure as possible. He was followed for three weeks during his entire journey on spreading the message: “EY! can save a life.”