The TV burst will be preceded by a poster campaign from Oct 20, and press support at the end of October.
The campaign will focus on the brand’s triple-filtering brewing technique which the company says gives it a smoother taste.
The TV ad is shot in the style of “1960s French cinema” while the posters and print ads use a Riviera theme of the same era.
There will be 400 96-sheet and 2,000 48-sheet posters nationally with a focus on London, Manchester, Birmingham and Leeds.
Press ads will be in free urban newspapers, weekly listings magazines and men’s lifestyle titles.
Marketing director Andreas Hilger said: “The pre-Christmas period is the key time of year for beer sales because there is surge in socialising.
“This period presents a real opportunity to raise the profile of a new brand and encourage more people to sample it.”