The new Pilsner Urquell campaign develops the concept of pride and shifts the focus from extraordinary achievements to people and their personal reasons for pride. The new communication platform is designed to awaken and build pride in people as such. After all, one does not have to be famous, have an amazing career or win the Olympics to be proud of oneself. The TV spot is based on the story of father and his son and shows that even a loss can be a win and therefore a reason to be proud. The spot is complemented by digital media, PR and point-of-sale communications.