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.

Open on Benicio del Toro sitting at a bustling bar.

Benicio: Heineken… it hasn’t changed its unique taste in over 140 years,

Cut to Benicio on a make-up chair in a film set dressing room. He is dressed as a futuristic space traveler.

Benicio: Unlike myself…

Cut to Benicio at a Pool Bar. He is now bald, dressed as a pool hustler, playing pool.

Benicio: I’m always asked…

We now cut between a series of scenes in which Benicio is on different sets, wearing a different film costume in each. We end this sequence with a shot of Benicio as an NYC cab driver. His voice is now different from before.

Benicio: … To transform.

Cut to Benicio dressed as an old-style European king.

Benicio: So as a great performer, I’m constantly changing.

Benicio accidentally drops his hat and chuckles. Cut back to Benicio at the bar from the first scene.

He addresses camera.

Benicio: But then again, I’m not a Heineken.

Cut to pack shot and title.

Title: Same taste as in 1873.

VO: There’s more behind the star