Reassuringly Expensive

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Reassuringly Expensive was the advertising slogan for Stella Artois in the United Kingdom from 1982 until 2007. The 1990s UK television advertising campaigns became known for their distinctive style of imitating European cinema and their leitmotif taken from the score of Jean de Florette, inspired, in turn, by Giuseppe Verdi's La forza del destino. The TV campaigns began in 1991 with a series of adverts based on Jean de Florette, directed by the British duo Anthea Benton and Vaughan Arnell, moving on to other genres including war movies, silent comedy and even surrealism (for which the slogan was changed to "Reassuringly Elephants"). They have used notable movie directors such as Jonathan Glazer, and their aim was to portray the drink in a context of sophisticated European culture.