In this ad we find Benicio del Toro with friends at an upscale waterside restaurant. Benicio tells us that Heineken is the only beer recognized in 192 countries, which makes it world famous, just like himself. A couple of British tourists then walks past. Recognizing Benicio, they ask to get a selfie with him. As they take the selfie, they call him the incorrect name: Antonio Banderas. We suddenly realize that they have mistaken him for the wrong actor and that perhaps, Heineken is even more famous than Benicio. The overall outtake is that Heineken is the world’s most recognized beer.

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 copy 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.