, in which a man charms his way into a party with
over-the-top greetings, was shot for Heineken International by
Wieden & Kennedy, Amsterdam. The brewer is now making it the
centerpiece of its first global campaign for the Heineken brand in
five years, called "Open Your World," with versions planned for the
U.S., U.K., Argentina, South Africa, Australia, New Zealand and
Heineken USA is expected to begin airing the TV ads in March.
Elements of the ads will also be incorporated in a new U.S.-only
campaign being prepared by Euro RSCG, the importer's agency for
Heineken Lager, according to the importer.
"Heineken wants to elevate our drinkers by showing aspirational
behavior -- our consumer knows how to navigate the world, is
confident, open-minded and resourceful," spokeswoman Tara Carraro
told Ad Age in an email.
The new effort spells the end of Heineken Lager's "Give Yourself
a Good Name" campaign, which debuted in 2009 and played on everyday
situations, like a man seeking to win over his boss's daughter by
buying them both a Heineken. The ads were started in 2009 by
Heineken's previous agency, Wieden & Kennedy, Portland, Ore.,
and continued by Euro RSCG, New York, when it took over the account
later that year. But the campaign failed to generate much buzz --
and fell way short of the "Most Interesting Man in the World"
campaign by Euro that has made Heineken USA's Dos Equis brand one
of the hottest imports in the states.
As Heineken sales slumped, the importer's chief marketing
officer, Christian McMahan, departed late last year. The importer
has yet to name a replacement. Heineken Lager volume sales dropped
by 8.5% from 2008 to 2009, but have recovered some, finishing 2010
down only 3.3% compared with 2008, according to the importer.
The "Entrance" was shot in Barcelona, Spain, and stars French
actor Eric Monjoin. In the video he charms his way past an oil
barron, kung fu assassin and others and ends up on stage performing
with the lead singer of The Asteroids Galaxy Tour, a Danish
alternative pop band, whose latest single, "The Golden Age," is the
"With this campaign, Heineken recognizes the legend in all of
its drinkers. Men who know their way around and recognize a fine
beer when they taste one," Wieden & Kennedy creative directors
Mark Bernath and Eric Quennoy said in a statement.