Notorious brew

Sleeman packs five generations of brewing infamy into every case.


advertiser: Sleeman
agency: Dentsu Canada
creative catalyst: Glen Hunt
strategic catalyst: Jeff McCrory

When Canadians hear the name Sleeman, they most likely know it as a reputable brewery. What they will come to find out via a new campaign by Toronto-based Dentsu Canada, is that it is also associated with piracy, smuggling, philandering, and even Al Capone. This new TV spot, the first from the brand in over five years, lifts the veil on the Sleeman family history to tell the surprising tale of how the brewing legacy came to be.