Ant Man does Dry January in Heineken spot starring Paul Rudd

The colloboration with Marvel Studios teases 'Ant-Man and The Wasp: Quantumania'

Published On
Jan 10, 2023


Just in time for Dry January, Heineken has unveiled a new teaser in collaboration with Marvel Studios that sees “Ant-Man and The Wasp: Quantumania’s” Paul Rudd drinking the brand's non-alcoholic beer.

The 15-second ad stars Rudd telling his ant colleague Anton "don't judge me" as he quaffs the non-alcoholic Heineken 0.0. The clip ends with the campaign slogan “Now You Can, Before Saving the Day!” The movie is in theaters Feb. 17.

“This Dry January Heineken is collaborating with Marvel Studios’ Ant-Man and The Wasp: Quantumania to celebrate the little bit of hero we all carry within us,"  said Jonnie Cahill, chief marketing officer of Heineken, in a statement. "Heineken 0.0 gives consumers (and super heroes) a great option to drink responsibly, no matter what’s on the to do list, even if that involves saving the world,”

The Marvel Studios partnerships team produced the creative in collaboration with Heineken 0.0, Publicis agency Le Pub and production company Bullitt. The clip launched yesterday at the same time a new Ant-Man movie trailer debuted, during the NCAA College Football National Championship game. The co-branded creative encourages consumers to scan a QR code to enter a sweepstakes for the chance to win film-themed prizes like apparel and accessories. The campaign will run on TV and placements across broadcast, digital, and social media now and through February. 

Many other alcoholic brands are participating in Dry January through giveaways like RationAle Brewing in California and new products like WhistlePig Whiskey’s Dry Orange Fashioned. 

Heineken has also been releasing a series of short clips for Dry January on social media throughout the month.

Heineken 0.0 was first released nationally in 2019 and was promoted by an ad called "Dry Spy" in which Daniel Craig as James Bond went alcohol-free. It was tied to the release of "No Time to Die" which was slated for release in 2020 but due to the pandemic was not released until late 2021.

“Highlighting responsible consumption is a top priority for Heineken,” a company spokesperson shared with Ad Age. “One of the things that makes this campaign appealing and relevant is that it continues to emphasize ways people can enjoy beer responsibly, while also making moderation meaningful to people, in an authentic and culturally relevant way.”



Jan 10, 2023
Client :
Agency :
Publicis Italy/Le Pub
Jonnie Cahill
VP :
Borja Manso
Senior Director :
Tonia Mancino
Senior Brand Manager :
Joe Conti
PR Lead :
Thomas Palladino
Creative Execution :
Marvel Studios Partnerships
SVP Global Marketing :
Lylle Breier
VP Management & Operations :
Holly Frank
VP Marketing & Promotions :
Tina Goss
VP Marketing :
Ty Ervin
Director Creative Marketing :
Andrew Staub
Writer / Producer :
Evan Aronson
Director Creative Marketing :
A.J. Fierro
Director Marketing & Promotions :
Emily Henley
Senior Manager Marketing & Promotions :
Victor Farfan
Production :
Director :
Anthony Leonardi
Managing Director :
Hilary Rogers
Executive Producer :
Jenni Sprunger
Head of Production :
Sarah Morrison
Producer :
Nathaniel Greene
Director of Photography :
Trent Opaloch
Production Designer :
Julian Laverdiere
Editorial :
The Den
Editor :
Christjan Jordan
Additional Editor :
Pieter Viljoen
Sr Cutting Assistant :
Nic Watkins
Producer :
Jessica Mann
Executive Producer :
Jennifer Mersis
The Mill
Creative Director :
Chris Knight
VFX Supervisor :
Nhat Tran
Executive Producer :
Anastasia Von Rahl
Producer :
Mari Suarez
3D Lead Artist :
Corinne DeOrsay
2D Artist :
Justin Keil
2D Artist :
Dylan Streiff
2D Artist :
Louis Schachte
3D Artist :
Tommy Taylor
3D Artist :
Taylor Cook
3D Artist :
Cinzia Pegorin
3D Artist :
Ryan Kirkwood
3D Artist :
Nick Carvalho
Crowd/FX Artist :
Josh Harrison
Designer :
Felix Bauer
Designer :
Kyle Romaneck
Designer :
Michael Reed
Production Coordinator :
Kathia Salgado
Color :
The Mill
Colorist :
Paul Yacono
Executive Producer Color :
Krista Staudt
Executive Producer Color :
Brandee Probasco
Color Producer :
Denise Brown
Color Assist :
Erwin Pasia
Color Assist :
Gemma Parr
Color Assist :
Jacob Suffern
Color Assist :
Alexandra Makarenko
Mix :
Lime Studios
Audio Mixer :
Matt Miller
Audio Assistant :
Ian Connie
Executive Producer :
Susie Boyajan
Music & Sound :
Wave Canon
Composer and Sound Design :
Nicholas O'Toole
Global CEO :
Bruno Bertelli
Global Creative Director :
Nicholas Bakshi
Global Associate Creative Director :
Marie Poumeyrol
Global Business Director :
Elianne Vermeulen

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