For the first time in its history, Heineken, the World’s leading international premium lager beer has changed the way it delivers its Television Commercial (TVC) content as it unveils its latest global ad campaign, ‘The Odyssey’. The new TVC celebrates the premise that every man is legendary at something. The premium beer brand has cast non-actors in its TVC to play the central protagonists.
The
advert, created by HEINEKEN with Wieden + Kennedy Amsterdam, follows its recent
‘Legends’ platform, which saw a series of ‘Men of the World’ who are pushed to
discover their limits and overcome them. However, this is the first time that
non-actors have been used in the campaign and given a stage, proving that every
man has the ability to become legendary.
Premiering
in Lagos, Nigeria from 3rd February 2014, the ad follows the main
character’s adventures aboard a cruise ship as he uses his wit, charm and
skills to impress his fellow passengers. Covering everything from a limbo
contest, to diving perfectly into a swimming pool, to dancing the perfect conga,
the advert gives real men a stage on which they can perform their skills.
The
advert features 20 non-actors, who were cast in an open casting, where their
legendary skills were put to the test. The final 20 were picked for being
masters at the skills needed for the TVC, for example diving, conga dancing and
sliding down banisters.
According
to Walter Drenth, Marketing Director Nigerian Breweries PLC, “Our Legends
campaign is an entertaining homage to our drinkers and their legendary behaviours.
We are convinced that many of our drinkers out there have at least one
legendary talent. They just need a chance to show it to the world. This is why Heineken
decided to offer its next film, The Odyssey, as an opportunity for 20 young men
to show us what they’ve got. And they are all legendary.”
Nice one
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