The latest campaign by DDB Group New Zealand for Lion Nathan's Steinlager, We Believe, tells the story of a man and his can.

Positioning the popular beverage as a loyal and faithful friend for life, the campaign aims to manifest the metaphor that Steinlager have been through the highs and lows of the game. The company has shared and mourned the football team's fortunes, or lack thereof, along with the fans for 25 years.

It's a long time between drinks since the taste of glory. No doubt the campaign will inspire stocking up in preparation for the next one.

The TVC went to air on July 4.