Stella Artois, the renowned European-style lager, has unveiled a partnership with sports and lifestyle icon, David Beckham as part of a new global campaign, 'For Moments Worth More'.

The campaign is a response to evolving perceptions of 'premium', with brands needing to prove their worth to consumers on an emotional level, according to Tim Ovadia, Global Vice President of Marketing for Stella Artois, AB InBev.

The campaign's premiere creative, 'A Taste Worth More', humorously suggests that the taste of Stella Artois is worth more than a chance encounter with David Beckham. Beckham, a Stella Artois lover and beer drinker, provides an authentic connection with the brand.

"The codes of premium have changed. Being 'premium' is no longer just about the price tag, brands now have to prove their worth to consumers at an emotional level," said Ovadia.

The commercial was created by GUT Miami and is part of a year-long campaign that will also include digital and out-of-home advertising from JKR London.

"I'm pleased to partner with Stella Artois and excited to celebrate the importance of genuine moments with family and friends. The brand and its distinctive taste has been a favourite for years," Beckham said.

Group Vice President of Marketing for Stella Artois, Anheuser-Busch, Chris Jones, added: "We are thrilled to turn the page on this next chapter in Stella Artois's rich story, celebrating the brand's distinctive taste and its role in championing the moments that are really worth more."