In true Euro style, a frankly alcohol-drenched U.K. Heineken campaign, shot in Dublin by director Calle Astrand for Lowe/London, features guys prepping for the summer music festivals by stretching their bladders, vocal cords and drunken endurance to test the tagline: "Are you festival fit?" In one spot, a lone celebrant cheers for a bemused street singer. "We want more!" he screams, lighter in hand. In another, a man painfully hops up and down outside the Gents room in a pub, but waves someone in ahead of him for some doubled-over extra practice. Elsewhere, a man works on his three-pint carry, squeezing gracefully by a bloke on a barstool, while in another spot someone shouts his order at the top of his lungs to the barkeep, in an otherwise deserted bar. A fourth shows a man working on balance and stamina as he carries a woman on his shoulders and treads back and forth across an empty street.
Client: Heineken Agency: Lowe Lintas/London CDs: Don Barclay, Kevin Kneale AD: Simon Butler Agency Producer: Thea Slevin Director: Calle Astrand/Radical Media Editor: Mark Langley/The Firm