When Heineken first launched "The Entrance" back in 2011, it put a new face of sophistication and cool on beer advertising. The film starred a suave gentleman who walks into a grand party hall, inspiring revelry amongst onlookers with each and every step. Since then, the beer brand has delivered a number of these dashing heroes, including one with some serious James Bond flair, but now, it brings a new face -- make that 20 faces -- to its main man, in this new film that recently appeared on the brand's Youtube channel.
In the blockbuster spot, created out of Wieden + Kennedy Amsterdam and directed by MJZ's Tom Kuntz, a hirsute stowaway climbs his way onto a luxury cruise ship, and, like previous Heineken heroes -- places a mysterious spell on the crowds around him. He limbos, gets lei'd, performs a swan dive, caws to a seagull, dances the congo, primps and goes through several changes of clothing as he makes his way about the ship. A familiar storyline, only this time, you'll notice there's something peculiar about this gent -- his face --and body -- change with almost every scene. At first, the transformation is almost imperceptible, but as teh ad progresses the morphs become more obvious --whether it's in the structure of his mug or in the color of his skin. It seems for a moment our new hero must be a shape-shifter extraordinaire.
The film suggests a bigger campaign platform awaits and directs viewers to "meet our legends" at youtube.com/heineken.
The spot debuts in the advertising chaos that is Super Bowl week, and would have made a worthy addition to Sunday's lineup, but alas, Anheuser-Busch is the Super Bowl's exclusive beer sponsor.