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.

In ‘There’s More Behind the Star’, the director’s goal was to marry Benicio’s magnetic charisma and the excellent performance with the greatness of Heineken – thus communicating the broader concept. The director ensured the tone in each spot was true to Benicio’s character, while also true to the Heineken brand: Benicio is known for his dramatic roles. We embraced this, but without losing Heineken’s lighter side. Visually, each film needed a cinematic aesthetic worthy of our movie star - rich imagery, textured lighting and a moody atmosphere. However, within this premium aesthetic, the moments captured should feel natural and spontaneous. We’re in orbit of an A-lister, but he is giving us an intimate glimpse into his life. Finally, capturing the right comedic tone was essential. It couldn’t be over-the-top. The director embraced Benicio’s restrained acting skills and leaned into Heineken’s wit, ensuring the comedy was subtle and true to both.