In this ad we cut between very different film sets, with Benicio del Toro wearing a new outfit in each scene. As we cut between scenes, Benicio describes how Heineken hasn’t changed its unique taste in over 140 years. We realize that Heineken’s consistency is in contrast to Benicio, who is always asked to change his look, wardrobe, character and even his voice, for the various characters he portrays. The end message: Heineken has the same taste as it did in 1873.

Everyone knows the Heineken brand, but not as many know the traditions, heritage and facts behind the beer. The brief was to showcase these credentials in a simple, entertaining way. Our campaign idea ‘There’s More Behind the Star’ showcases the world behind two stars — Heineken and Benicio Del Toro. This new global campaign will appear in more than 70 countries. Each ad was filmed, edited and finished in both English and Spanish, for countries from the USA, Ireland and England to Mexico, China and Spain. To add complexity, many of the 70 markets have different legal, cultural and product requirements for beer advertising. Therefore, pack shots, drinking shots, pouring shots and script lines needed to be filmed in multiple ways, to adhere to each of these requirements.

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.