The spot was conceived by Momentum Advertising for Grolsh's US
distributor Anhueser Busch and shows bottles of the beer blowing their tops, along
with pint glasses full of the beer rolling in synchronicity with the big band
track.
According to Inthegroovemusic's co-owner/creative director Brian
Reidinger, Anheuser Busch initially launched the campaign using Louis Armstrong's
"It Don't Mean a Thing (If Aint Got That Swing)" as the feature track. The
studio's challenge was to create a jazz/blues track with Armstrong in mind,
making it obscure enough to sound like a licensed artist piece.
Live instruments and vintage recording gear were used to create
the "vinyl" sound. Musicians were all recorded together as if it were a live
gig.