Heineken's tale of lockdown love is a punch in the gut

Brand's sweet story of a couple who found love during the quarantine will take you for a ride

Published On
Nov 15, 2021

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Heineken is celebrating the return to real-world socializing as countries unlock from COVD-19 regulations, in a spot that tells the story of a couple who connect during quarantine.

It's the latest ad from the beer brand and Publicis Italy/Le Pub, who have been documenting different ways people have been drinking together throughout the pandemic. It centers on a couple, Charlie and Lola, who meet online during lockdown. They slowly get to know each other virtually, chatting while gaming, videochatting, showing off dance moves, working out, cooking together, flirting with silly filters and (of course) drinking Heineken together. They even have their first argument without ever having actually met in real life. 

Eventually, restrictions ease, they say sorry and plan to meet for a first date.

The anticipation builds as we see the two heading nervously, excitedly, to their real-world destination. If you haven't watched the spot in full just yet, stop reading and do so now, because we don't want to ruin the twist of an ending.

The climax is not quite the upbeat fairytale conclusion we were expecting—it's a sting in the tail that delivers the message that real-life chemistry is better than a connection you might develop online. The finale is like a huge punch in the gut, but arguably, more memorable because of it. 

The spot, directed by Show Yanagisawa and shot in Japan, is airing first in Vietnam, to target Asian markets that are just now beginning to socialize normally again. Heineken says it will roll out in other markets as restrictions ease; although, with some European countries including the Netherlands and Austria going back into partial lockdowns, it's anyone's guess when we can safely say that life is really going back to normal.

“Since the start of the pandemic, and the launch of our ‘Socialise Responsibly’ platform, Heineken has been creating campaigns that aim to inspire people to get out and support their local bars and nightlife venues once it is safe to do so," said Bram Westenbrink, global head Heineken brand, in a statement. "'A Lockdown Love Story' does exactly that, creating a time-capsule of how we maintained connections during the pandemic and providing an optimistic outlook to the new and surprising opportunities that await as bars and nightlife venues return to normal.”


Nov 15, 2021
Client :
Agency :
Publicis Italy/Le Pub
Sr. Director Global Heineken® Brand :
Bram Westenbrink
Heineken® Communication Director :
Daniela Iebba
Heineken® Global Communications Manager :
Guilherme De Marchi Retz
Heineken® Digital Director :
Rob van Griensven
Heineken® Global Digital Production Manager :
Bram Reukers
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Chief Creative Officer :
Mihnea Gheorghiu
Global Executive Creative Director :
Milos Obradovic
Creative Director :
Alessandro Candito
Senior Copywriter :
Christopher Penman
Art Director :
Daniele Tesi
Copywriter :
Nicolò Santovincenzo
Global Strategy Director :
Daniel Vargas Gomez
Global Strategy Director :
James Moore
Global Data Strategist :
Ilko Petkov
Head of TV :
Francesca Zazzera
Producer :
Tania Dal Pra
Le Pub Ams GM/ Global Client Service Director :
Eleni Charakleia
Group Account Director :
Ilaria Castiglioni
Account Manager :
Marta Wereszczynska
Account Executive :
Tinatin Prangishvili
Production Company :
Director :
Show Yanagisawa
Executive Producer :
Jules De Chateleux
Producer :
Aurelie Bruneau
Production Company :
Producer :
Hiroki Yaginuma
Producer :
Takumi Fujiwara
Producer :
Maki Osada
Production Manager :
Ryosuke Murooka
Gen Ito
Production Designer :
Yukiko Kuribayashi
Wardrobe Stylist :
Yasuhiro Takehisa
Make-Up :
Nao Yoshida
Hair :
Tomoko Sato
Casting :
Junko Kaieda
Casting :
Yusuke Morikawa
Post Production Company :
Head of Post :
Giulia Lamacchia
Post Producer :
Alina Chaplygina
Offline Editor :
Takashi Tanaka
Off line Editor :
Fabrizio Squeo
On line Editor :
Samuele Schiavo
On line Editor :
Franco Tonnarelli
On line Editor :
Matteo Serafini
On line Editor :
Alessandro Congiu
Compositing :
Alessandro Congiu
Compositing :
Adolfo Navire
Motion Graphic Designer :
Matteo Marzano
Video Game :
Simon Kounovsky
UI Design :
Kentaro Ohira
UI Design :
Gaku Ito
Graphic Artist :
Keisuke Osaka
Color Grading :
Cutters Studios
Color :
Toshiki Kamei
Color Assist :
Haruka Ariga
Sound Studio :
Screenplay Srl
Executive Producer :
Gianfranco Clerici
Producer :
Eleonora Lorenzo
Music Production :
Music Supervisor :
Michael Bertoldini
Music Producer :
Seppl Kretz
Original Song :
Be My Baby
Original Song :
Ellie Greenwich
Original Song :
Jeff Barry
Original Song :
Phil Spector

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