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.

Open on Benicio del Toro sitting in a waterside restaurant with friends.

Benicio: Heineken is served in 192 countries. It’s world famous.

Cut to two women at a nearby table, staring at Benicio and whispering.

Benicio: Like me…

Cut to two tourists passing by outside. They suddenly notice Benicio, knocking on the window to get his attention and take his photograph. Cut back to Benicio, who notices them.

Benicio: It happens all the time.

Benicio turns around and smiles for the tourists as they take the photo. We suddenly hear the tourists scream in excitement.

Tourist: Antonio Banderas!

Cut back to Benicio. He stares back at the camera, disappointed.

A title appears below Benicio.

Title: This is not Antonio Banderas.

Cut to pack shot and titles.

Title: Enjoyed in 192 countries.

VO: There’s More Behind The Star.