| Title | Laid Back |
| Agency | Saatchi & Saatchi NY |
| Campaign | The Best of What Germans do Best - Brauerei Beck |
| Advertiser | Beck Brauerei |
| Brand | Beck's |
| Posted | December 1999 |
| Product | Beer |
| Business Sector | Beers, Ciders, Lagers |
| Tagline | The best of what Germans do best |
| Story | "Laid Back" shows a German man trying to relax with the help of a German relaxation CD entitled "Das Calm". As the man lies somewhat uncomfortably on his stark Basra bed, the relaxation tape directs him to exercise extreme focus. His body stiffens as the voice commands him to "relax now". |
| Philosophy | The Best of what Germans do Best campaign uses Beck's German-ness to differentiate the brand from all other imports. It juxtaposes those things that Americans perceive Germans don't do well with one thing Americans know Germans do do well: make the best beer in the world. The campaign, set in German perspective voice, is designed to endear the audience with self-deprecating humor |
| Media Type | Television |
| Length | |
| Creative Director | Fredrik Odding |
| Copywriter | Augusten Burroughs |
| Art Director | Kevin Weidenbacher |
| Agency Producer | David Perry |
| Director | Tarsem Singh "Tarsem" |
| Production Company | @radical.media |
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