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Heineken on how to make an entrance

Sometimes I think I could write an entire blog dedicated to beer advertising alone. Here’s a pretty great spot for Heineken that won a pair of Gold Cannes Lions over the weekend.

(Direct link to the video on YouTube.)

The spot is called “The Entrance.” The tagline for this campaign is “Open Your World.” Like most ads that won big at the Cannes Lions, you’ve probably never seen it. It’s 90 seconds long and made for digital marketing. There’s also a 48-second version, for some reason. (Update: I’m told there’s also a 60-second version airing on TV in the U.S.)

This ad rides a trend in advertising over the last 4 years or so. Ads are tapping into a feeling that men aspire, above all else, to be interesting. It’s the right tone for the confusing, post 9/11 age, when heroism has gotten complicated. Even when we seem to be on the brink of chaos, most men are called upon to do little more than sit in front of computers all day, drive mushy hybrid cars, and gnaw on locally grown produce. Ads like this call on dudes to be suave, international, wealthy and in command of every situation.

Did you notice the guy in the eye patch? That’s a secret signal ad people use to tell contest judges that they’re paying homage to David Ogilvy’s “The Man in the Hathaway Shirt” ad.

The Man in the Hathaway Shirt (1951) is the grandfather all the recent ads with protagonists who are 007-esque men of the world. Think:

Is this trend played out? Almost. I think we’re ready to start seeing parodies of this style.

What’s the song in this commercial?

“The Golden Age” by The Asteroids Galaxy Tour (2009)

Who created this ad?

Agency: Wieden + Kennedy Amsterdam
Executive Creative Directors: Mark Bernath and Eric Quennoy
Art Director: Alvaro Sotomayor
Copywriters: Roger Hoard/Carlo Cavallone
Agency Producer: Tony Stearns
Production Company: SONNY London, UNITED KINGDOM
Director: Fredrik Bond

Who signed off on it?

Alexis Nasard, Chief Commercial Officer at Heineken

More excellent beer ads:

— By Daryl Lang. Filed under Advertising

One comment

  1. jack says:

    As a Christian pastor and professor I am intrigued by the creative specter of these amazing commercials. In “The Entrance” I see the most intriguing and interesting man through the main character; how his charisma intoxicates the room.
    With apologies to Heineken, I frequently use this clip to show what Jesus Christ was in “The Golden Age,” when He walked this planet. Inspiring and thrilling, thank you!

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