Creativity

Heineken Amps Up Its 'Legends' Campaign with 20-Faced Hero

W+K Amsterdam and Tom Kuntz Add a Lot More Personality to Popular Character

Published on Jan 27, 2014

Editor's Pick

When Heineken first launched "The Entrance" back in 2011, it put a new face of sophistication and cool on beer advertising. The film starred a suave gentleman who walks into a grand party hall, inspiring revelry amongst onlookers with each and every step. Since then, the beer brand has delivered a number of these dashing heroes, including one with some serious James Bond flair, but now, it brings a new face -- make that 20 faces -- to its main man, in this new film that recently appeared on the brand's Youtube channel.

In the blockbuster spot, created out of Wieden + Kennedy Amsterdam and directed by MJZ's Tom Kuntz, a hirsute stowaway climbs his way onto a luxury cruise ship, and, like previous Heineken heroes -- places a mysterious spell on the crowds around him. He limbos, gets lei'd, performs a swan dive, caws to a seagull, dances the congo, primps and goes through several changes of clothing as he makes his way about the ship. A familiar storyline, only this time, you'll notice there's something peculiar about this gent -- his face --and body -- change with almost every scene. At first, the transformation is almost imperceptible, but as teh ad progresses the morphs become more obvious --whether it's in the structure of his mug or in the color of his skin. It seems for a moment our new hero must be a shape-shifter extraordinaire.

The film suggests a bigger campaign platform awaits and directs viewers to "meet our legends" at youtube.com/heineken.

The spot debuts in the advertising chaos that is Super Bowl week, and would have made a worthy addition to Sunday's lineup, but alas, Anheuser-Busch is the Super Bowl's exclusive beer sponsor.

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About

Credits

Date
Jan 28, 2014
Agency:
Wieden + Kennedy Amsterdam
Client:
Heineken
Director:
Tom Kuntz
Produciton Company:
MJZ
Global Brand Director:
Gianluca di Tondo
Global Communications Director:
Sandrine Huijgen
Global Digital Director:
Paul Smailes
Global Communications Manager:
Josefien Olii
Global Digital Manager:
Dario Gargiulo
Exec. Creative Director:
Mark Bernath
Exec. Creative Director:
Eric Quennoy
Creative Director:
Thierry Albert
Creative Director:
Faustin Claverie
Art Director:
Henrik Edelbring
Copywriter:
Toby Morris
Head of Broadcast Production:
Erik Verheijen
Broadcast Producer:
Elissa Singstock
Strategic Planner:
Nick Docherty
Communications Planner:
Richard Oldfield
Head of Studio:
Sharon Kwiatkowski
Studio Artist:
Anthony Fabre
Project Manager:
Jackie Barbour
Business Affairs:
Emilie Douque
Production Company:
MJZ Films
Director:
Tom Kuntz
Director of Photography:
Tim Maurice Jones
Producer:
Suza Horvat
Executive Producer:
Debbie Turner
Editing Company:
Whitehouse Post - London
Editor:
Russell Icke
Producer:
Lisa Kenrick
Assistant Editor:
James Forbse Robertson
Audio Post:
Grand Central Sound Studios
Sound Designer/Mixer:
Raja Sehgal
Music Company:
Publishers: Warner Chappel Music, Inc. / Chester Music Ltd
Music Company:
Master Owner: EMI Music Netherlands B.V.
Artist/Title:
16 Toneladas – by Noriel Vilela
Music Supervisor:
Sam Morris -Mad Planet
Music Supervisor:
Amp Amsterdam
Post Production:
The Mill
Flame:
Jay Bandlish
3D:
Dave Fleet
Producer:
Rachel Stones
Telecine:
Stefan Sonnenfeld - Company 3
Photographer:
Erik Ian

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