Hollywood star Orlando Bloom takes a cinematic journey through Prague in The Dollycoaster, a new TV ad for Staropramen now airing across the United Kingdom. The 30-second spot, shot on location in the Czech capital, uses classic filmmaking motifs to spotlight the brand’s values of craftsmanship and passion while showcasing its Czech .
This latest advert builds on Staropramen’s ongoing partnership with Bloom, who has served as the beer’s international brand ambassador since 2023. The new campaign marks the brand’s most ambitious outreach to UK audiences yet, running on Amazon’s video-on-demand platform with targeted placements next to relevant films, including Bloom’s own catalog.
A cinematic tour through Prague’s brewing heart
In The Dollycoaster, Bloom rides a Hollywood-style camera dolly through Prague’s historic streets and brewery interiors in what is described as a symbolic journey through the world of craft beer. The ad connects film production tools with brewing expertise, drawing a parallel between creative mastery in cinema and beer-making.
The spot was produced by international and Czech creative teams including agencies Wasserman, WMC Grey, and production company Superprime. Directed by Rodrigo Valdes with cinematography by Mauro Chiarello, the advert mixes glossy visuals with Prague’s iconic scenery, culminating at the Staropramen brewery in Smíchov.
The ad is part of a larger summer marketing push by Molson Coors, Staropramen’s parent company, aimed at reinforcing the Czech beer’s identity as a product of meticulous craftsmanship.
“This new campaign brings that spirit to life with cinematic flair,” said Jake Johnstone, Marketing Controller at Staropramen, in a company statement. “Orlando Bloom brings a natural charm and sense of adventure which fits perfectly with the vibe of Prague and the Staropramen story.”
This thematic tie-in reflects the brand’s broader narrative strategy. A Czech version of the campaign launched in March under the slogan “V Česku se všechno točí kolem piva” (“Everything in Czechia revolves around beer”)—wordplay suggesting both the central role of beer in Czech life and the filmmaking motif of camera movement in the advert.
Bloom’s Prague connection and brand ambassadorship
Bloom’s partnership with Staropramen is rooted in his long-term connection to the Czech capital. The British actor spent several years living in Prague during the production of Amazon’s fantasy series Carnival Row, filmed at Barrandov Studio and on custom-built backlots throughout the city from 2017 to 2022.
“I fell in love with Prague when I lived and worked there,” Bloom said in a earlier press release announcing his ambassadorship. “It’s a wonderful city filled with amazing people, but they’re a tough crowd to please when it comes to beer.” According to Bloom, his partnership with Staropramen is based on shared values of quality, expertise, and authenticity—traits he believes define both Czech beer culture and the Staropramen brand.
First unveiled in 2023, Bloom’s collaboration with Staropramen included a longer-format advert that introduced the actor’s involvement with the brewery. That spot served as the kickoff for a global campaign titled Brewed by Experts, for Experts, positioning the brand as a refined choice for international audiences while also promoting its non-alcoholic variant, Staropramen 0.0%, which launched across European markets the same year.
While Staropramen competes domestically with giants like Pilsner Urquell, it holds a stronger position in foreign markets, where it is often presented as a premium Czech export. Molson Coors, which owns the brand, has continued to invest in its global image through campaigns such as The Dollycoaster, blending Prague’s film legacy with the brewing tradition it seeks to embody.
The Dollycoaster is scheduled to run through the end of August on UK streaming platforms, including targeted ad slots around Amazon Originals, action films, thrillers, and Bloom’s past work. Social media activity on Facebook and Instagram complements the campaign, directing UK consumers to Staropramen stockists across the country.
