Heineken Amps Up Its 'Legends' Campaign with 20-Faced Hero

W+K Amsterdam and Tom Kuntz Add a Lot More Personality to Popular Character

Published On
Jan 27, 2014

Editor's Pick

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.

Credits

Date
Jan 27, 2014
Brand :
Heineken
Client :
Heineken
Agency :
Wieden & Kennedy-Amsterdam
Director :
Tom Kuntz
Production Company :
MJZ
Global Brand Director :
Gianluca di Tondo
Global Communications Director :
Sandrine Huijgen
Global Digital Director :
Paul Smailes
Global Communications Manager :
Josefien Olii
Global Digital Manager :
Dario Gargiulo
Executive Creative Director :
Mark Bernath
Executive Creative Director :
Eric Quennoy
Creative Director :
Thierry Albert
Creative Director :
Faustin Claverie
Art Director :
Henrik Edelbring
Copywriter :
Toby Morris
Head of Broadcast Production :
Erik Verheijen
Broadcast Producer :
Elissa Singstock
Strategic Planner :
Nick Docherty
Communications Planner :
Richard Oldfield
Head of Studio :
Sharon Kwiatkowski
Studio Artist :
Anthony Fabre
Project Manager :
Jackie Barbour
Business Affairs :
Emilie Douque
Production Company :
MJZ Films
Director :
Tom Kuntz
Director, Photography :
Tim Maurice Jones
Producer :
Suza Horvat
Executive Producer :
Debbie Turner
Editing Company :
Whitehouse Post - London
Editor :
Russell Icke
Producer :
Lisa Kenrick
Assistant Editor :
James Forbse Robertson
Audio Post :
Grand Central Sound Studios
Sound Designer/Mixer :
Raja Sehgal
Music Company :
Publishers: Warner Chappel Music, Inc. / Chester Music Ltd
Music Company :
Master Owner: EMI Music Netherlands B.V.
Artist/Title :
16 Toneladas by Noriel Vilela
Music Supervisor :
Sam Morris -Mad Planet
Music Supervisor :
Amp Amsterdam
Post Production :
The Mill
Flame Artist :
Jay Bandlish
3D :
Dave Fleet
Producer :
Rachel Stones
Telecine :
Stefan Sonnenfeld - Company 3
Photographer :
Erik Ian

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Project Type