A Search for a New Bar Turns Into a Blockbuster Adventure in Global Spot From Heineken
VFX-Heavy Spot Is Part of Brand's 'Cities' Campaign
Apr 21, 2017
In Heineken's latest global spot, four young urban guys set out on a search for a new bar and end up taking part in an epic mashup of Hollywood blockbuster-worthy adventures.
The spot, "Trailblazers," starts with them deciding to go somewhere new for a change. Armed with a Heineken-branded invite, one of them assures the others "we're on the guest list." Their quest then sees them transported to a medieval battle, a dramatic shipwreck, a mountaineering expedition and a Star Wars-esque space battle, before finally ending up in a cool high-rise bar. The ad ends with the tagline "The City Belongs to the Brave."
The spot was directed by Matthijs Van Heijningen for Publicis Italy, with Tinseltown-style special effects by MPC. The film was shot in Prague and Sofia and will be released worldwide during the year, starting with Canada and the Philippines this month. It's part of Heineken's ongoing "Cities" campaign, which encourages men around the world to get the most out of their city by stepping out of their comfort zone and taking on new adventures.