When's the last time you walked by something as seemingly mundane as a pigeon and stopped to think; "huh, that pigeon might actually be a total boss?" Of course never. F*ck that pigeon. Parties, bass, women, summer, and all the glorious things that drive us lead us to a general lack of appreciation for life’s everyday intricacies and complexities. Until now. Amstel Light's new ad campaign is designed to celebrate complexity; whether it’s an obscure but deadly Ping-Pong swing or the under-appreciated merits of the Pigeon, just like Amstel Light and the people that drink it. Get it? Checkout the first series of creatives after the jump.