Painting “moderated drinking” cool and aspirational has always been one of the great difficulties in beer and spirits communications. Now Heineken’s “The Hero” is the first film to ever entertainingly cast light on the female POV on excessive drinking behavior among young men. Research proved that most men overdrink for the sake of meeting girls; paradoxically, girls dislike nothing more in a man than him being tanked. Based on the insight that “in a room full of drunks, girls would always choose the moderate drinker”, we created a film heroizing those that know their limits, as they get to hang out with the girls in the end.

Heineken's 'The Hero' is the story of confident women in their almost hopeless search of moderately

drinking men in today's urban nightlife. The film starts off in a nightclub, depicting the typical drunk

behavior of swaying or even sleeping men. A montage follows, showing lovely, yet annoyed girls

leaving their intoxicated counterparts behind in clubs, bars or at rooftop parties to head home by

themselves – all this while together chanting a revamped version Bonnie Tyler's famous 'I need a

hero'. At a bar counter, the world stands almost still as we witness one man gently rejecting another

round of beers - to the surprise of his barkeeper. He storms outside onto the rainy streets, just to

protect a waiting woman with his coat from the shower. She very much welcomes this heroic

gesture, and together they smilingly leave off into the night.