Beckham & Damon return for Stella Artois' new ad — and this time, it's personal

After making waves with their Super Bowl debut earlier this year, David Beckham and Matt Damon playing the unlikely "twin" duo David & Dave are back with a fresh chapter in their quirky bromance for Stella Artois.

The brand’s new campaign, titled The Collection, continues the story with a clever twist: a fictional chalice obsession that spills over into a real-world, limited-edition collectible drop.

Released on June 25, the campaign introduces “Fifty States of Stella,” a capsule collection of state-themed Stella Artois chalices each inspired by the distinct cultural icons of a US state, from Maryland's crab to Florida's palm trees.

The initiative brings to life a scene from the ad, where Matt Damon's character (Dave) proudly flaunts his collection of chalices to Beckham, missing only one: Wyoming.

“Want to go to Wyoming?” Dave asks, setting up a whimsical yet effective product hook.

The brand cleverly blurs the line between fiction and fandom. What started as a gag in a Super Bowl commercial now becomes a shoppable, collectible moment—playing into nostalgia, humor, and the growing trend of brand storytelling that extends far beyond traditional ads.

From storytelling to shelf appeal

Stella Artois' decision to turn the David & Dave universe into an interactive product experience mirrors a larger trend in advertising: creating content universes with legs. It’s something brands like Pepsi (with its retro rebrands) and Heineken (via its James Bond tie-ins) have tapped into.

With The Collection, Stella blends cinematic storytelling, product design, and philanthropy.

The chalices—available starting June 23—aren’t just eye candy for collectors. All proceeds go to Water.org, a long-term Stella Artois partner. Since 2015, the collaboration has helped provide access to clean water to over 5.7 million people globally, turning a lifestyle product into a meaningful purchase.

A toast to tradition and reinvention

Stella Artois’ signature chalice has long been a part of the brand’s premium positioning—synonymous with ritual, heritage, and European flair. Over time, it has built a cult-like following among consumers who treat the glass not just as a drinking vessel, but as a keepsake.

With “Fifty States of Stella,” the brand capitalises on that affection. Each chalice is uniquely designed to reflect its respective state, giving fans a reason to start—or complete—their own Dave-like collection.