Using chess to sell Fosters?

I saw a strange ad on UK TV last night, which mixed chess with beer (a natural mix from the chess direction, but not often seen coming the other way). It was an ad for Fosters (which people still apparently drink in the UK, though not in Australia), and had one mate ringing another mate about how deal with social situations in France. The mate giving the advice was involved in a game of chess against a (obligatory) bikini wearing female opponent. I could not pick up the actual position, but the young lass seemed to be happy with how the game was going.
Not quite sure what the 'sell' was with this commercial, but the fact that I am blogging about it obviously means it worked on one level.