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The drop heard round the world

Published on .

If a case of beer is dropped in a storeroom, does it make a sound? The answer for Heineken spot is a resounding yes, and men all around suddenly feel the loss of sweet, sweet beer, signaled to us lesser beings by a thunder-like rumbling in the distance. The melodrama unfolds as slowly as the falling green bottles, which are shot in cinematic slo-mo. A quirky-looking hipster is the one to articulate the tragedy and its underlying humor, refusing to be touched by his girlfriend because, "I don't know why, but I just feel really, really sad."

Client: Heineken Agency: Publicis/N.Y. CDs: Ted Royer, Ken Ratcliffe Director: Dante Ariola/MJZ Editor: Andrea MacArthur/Cosmo Street

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