It's been a while since we've had a new campaign featuring one of Heineken's effortlessly cool "legends" (see The Date, The Entrance and The City) but now the brand is back with a new, sexy/quirky hero and an energetic spot that ties into its "Open Your City" work.
In "The Insider," by Wieden & Kennedy Amsterdam, our Parisian hero hijacks a tourist group that's about to get on a Seine cruise boat. Handing their guide a beer and snatching his umbrella, he takes the bewildered bunch into a riotous underground club in the Catacombs, gets them dancing the can-can and on the way saves one from being mugged by a group of mime artists. It was directed by MJZ's Dante Ariola.
Whereas last year's ad encouraged people to explore their own backyard, this one is themed more around sharing your local intel with others. This ties into Heineken work such as Where Next? the app by R/GA that crowdsources users' knowledge.