Deadpool and Wolverine put their differences aside and share a beer in Marvel Heineken Silver ad

Real Marvel fans know that Deadpool and Wolverine simply cannot be in the same room together or they might kill each other (even though they often make a good team). But they might just tolerate one another over a Heineken, according to a new campaign for the beer launched globally on Tuesday in partnership with Disney’s Marvel Cinematic Universe. In a short campaign spot featuring film stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), the frenemies encounter one another in a hostile confrontation, when Deadpool says he has a better idea—letting bygones be bygones and sharing a Heineken Silver instead. (Of course, the cans were made from the Wolverine’s claws.) The campaign follows another partnership between Heineken and Marvel. Last year, the brands collaborated on a Super Bowl spot for Heineken 0.0 featuring Ant-Man. This year’s campaign for Heineken Silver launches ahead of the July 26 global movie premiere of “Deadpool & Wolverine.” The campaign, created by Reynolds’ Maximum Effort and LePub, will include a television spot, in-store promotion and digital and social media support. “We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe, this time through a unique collaboration that will leave MCU fans without any bitter ending,” said Jonnie Cahill, CMO at Heineken USA. “One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver,” said Reynolds and Jackman in a joint statement. Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Deadpool and Wolverine put their differences aside and share a beer in Marvel Heineken Silver ad

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