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

The campaign launched ahead of the global movie premiere watches the frenemies squash the hostility between them

Published On
May 21, 2024

Editor's Pick

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.


May 21, 2024
Client :
Agency :
Maximum Effort/LePub
Agency :
Le Pub
Agency :
Maximum Effort
Produced by :
Loon Productions
Directed by :
Bryan Rowland
Jonnie Cahill
VP Brand :
Borja Salinas Manso
Senior Director Brand :
Tonia Mancino
Senior Manager Brand :
Joe Conti
Sr. Director Global Brand :
Nabil Nasser
Global Strategy & Communication Director :
Daniela Iebba
Global Communications Manager :
Guilherme De Marchi Retz
Global CEO :
Bruno Bertelli
Mihnea Gheorghiu
Business Director :
Francesca Baldrighi
Group Creative Director :
Sapna Ahluwalia
Group Creative Director :
Yohan Daver
Associate Creative Director :
Greg Bruce
Associate Creative Director :
Jack Graham
EVP Partnerships Promotions Synergy & Events :
Lylle Breier
VP Partnership Management & Operations :
Holly Frank
VP Marketing Partnerships & Promotions :
Tina Goss
VP Marketing Partnerships :
Ty Ervin
Director Creative Marketing Partnerships :
Andrew Staub
Writer/Producer :
Evan Aronson
Director :
A.J. Fierro
Director Marketing Partnerships & Promotions :
Emily Henley
Senior Manager :
Victor Farfan

Need a credit fix? Contact the Creativity Editors

Project Type