In this ad, we find a seemingly unconscious Benicio del Toro floating in a pool. As he floats, we hear his inner monologue describing how Heineken rests in brewing tanks for 28 days and that while resting, it gains its clarity and famous round taste. Suddenly, through cutting to a wide shot, we realize that Benicio is not unconscious in the pool, but acting on a film set. Benicio rises out of the pool. He then compares his role on this film set to Heineken resting in brewing tanks. Despite what it may look like, neither acting in this role, nor resting in brewing tanks is that easy.

The campaign takes us into the world behind two stars – Heineken and our spokesperson. Hence, whoever we cast would be integral to the campaign’s success. We needed someone with genuine fame, so that when the comparison to Heineken is made – star to star – it has impact. We also needed someone mysterious enough to spark curiosity about what’s behind his stardom. Additionally, our lead required the acting skill necessary to execute the restrained humor of each script. Finally, since this was a global campaign, we needed someone with international reach. Benicio Del Toro was the perfect fit: An acclaimed Oscar winner with a mysterious aura and powerful presence, he also has a Latin background that gives him international relevance. After choosing the lead, supporting actors were selected to compliment Benicio and the subtle comedy he achieves within each commercial, as well as to best represent the Heineken brand.