Theo James on Filming with ‘Down-to-Earth’ David Beckham for “The Gentlemen”-Inspired Stella Artois Campaign (Exclusive)

**Theo James Celebrates Family and Legacy in New Stella Artois Campaign Featuring David Beckham**

In a striking collaboration set against the backdrop of Guy Ritchie’s popular series *The Gentlemen*, actor Theo James and football legend David Beckham have teamed up for a new promotional campaign, “The Gentlemen’s Serve”. This initiative, launched by Stella Artois and Netflix, coincides with the eagerly anticipated second season of *The Gentlemen*, which premieres on September 3.

The campaign consists of a series of vignettes that artfully blend Stella Artois’ signature pouring ritual with the stylish, high-stakes universe created by Ritchie. One key video, titled “The Auction”, showcases James’ character, Eddie Horniman, as he goes head-to-head with Beckham during a bidding war, using a freshly poured glass of Stella Artois as an intimidating prop. “Courtesy of the Duke,” James’ character warns as he deftly removes the foam from his drink to ensure Beckham cannot bid against him.

The exchange highlights the campaign’s central message: serving Stella Artois is akin to a power play. “Never corner a bull, David,” James says with a sly smile, raising his glass in a toast. Beckham, dressed in a cast, also features in the vignette named “The Angle”, where the two engage in a playful dispute about measurements while enjoying their beers. This light-hearted banter is a familiar touch in Ritchie’s narrative style.

Reflecting on his experience working alongside Beckham, James expressed his admiration for the former soccer star. “Like many, I grew up watching him,” the 41-year-old actor shared. He acknowledged having interacted with Beckham through mutual friend Ritchie but was delighted to spend time with him in a more relaxed setting. “Despite his immense success, Beckham is a genuinely down-to-earth person,” he noted, highlighting the soccer icon’s relatable nature.

James mentioned that some filming locations for the campaign overlapped with those from the production of season two of *The Gentlemen*, evoking a sense of déjà vu for him during the shoot. He praised the campaign for merging the classy and luxurious qualities of both Stella Artois and Ritchie’s narrative style, noting a shared ethos of history and ritualism that ties both brands together.

At the heart of this collaboration lies a poignant nod to tradition, which resonates with James. He expressed his long-standing appreciation for brands that possess a deep-rooted history, illustrating this by referencing the nearly 600 years of brewing tradition behind Stella Artois. “It’s simply remarkable,” he said, underscoring the importance of quality and ritual in his own life.

In a more personal reflection, James interpreted Stella Artois’ motto, “Taste Worth More”, as a reminder of what truly holds value in his life: family. As a father of two, he emphasised the importance of spending time with his children, especially during the summer holidays. He observed that while the entertainment industry can often feel isolating despite constant interaction with people, it is family and long-standing friendships that provide grounding and stability.

“The Gentlemen’s Serve” campaign is not limited to vignettes; it will also feature a range of social media content, live activations, and exclusive merchandise, including limited-edition chalices. From September 3 to 5, The Marlborough pub in London will undergo a transformation, showcasing “hidden messages from the show” alongside special Stella Artois offerings and merchandise opportunities.

As for the new season of *The Gentlemen*, James reveals that viewers can expect a deeper exploration of the series’ themes. Set one year after the first season’s events, the narrative will delve into complex issues around mortality, ambition, and the ego, while still retaining the humour and charm that fans loved in the original episodes. Describing the upcoming season as “bloodier and bigger,” he assures that it retains enjoyable elements while pushing intricate storytelling further.

With the campaign launching on the verge of the season’s debut, the collaboration between Theo James and David Beckham encapsulates not only the spirit of *The Gentlemen* but also the timeless allure of a perfectly poured Stella Artois.