The high-impact campaign is designed to promote IPA as "the beer of choice for men who know their own tastes and can identify with the quality and authenticity of the beer above products which try too hard", according to the brewer.
The advert contrasts two main characters in a scene shot at a London pub. The scene follows a desperate comedian misjudging his audience and hurling insults at members of the crowd in a bid to get a cheap laugh. The quietly confident, self-assured Greene King IPA drinker becomes the butt of his jokes, but upstages him by revealing that he is, in fact, a comedy talent scout.
Fiona Hope, Greene King Brewing Company marketing director, said: "Our new ad campaign brings a fresh personality to the Greene King IPA brand, building on its position in the market as a quality session beer that appeals to drinkers who value superior quality and great taste."
Airing on Sky Pub TV between Aug 4 and 18 during England warm-up matches, the ad will also be launched across regional strands of ITV and Channel 4 from Aug 20.
The ads will be supported by a print and outdoor campaign which will go live during this year's Rugby World Cup.