In this ad, we find a seemingly unconscious Benicio del Toro floating in a pool. As he floats, we hear his inner monologue describing how Heineken rests in brewing tanks for 28 days and that while resting, it gains its clarity and famous round taste. Suddenly, through cutting to a wide shot, we realize that Benicio is not unconscious in the pool, but acting on a film set. Benicio rises out of the pool. He then compares his role on this film set to Heineken resting in brewing tanks. Despite what it may look like, neither acting in this role, nor resting in brewing tanks is that easy.

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 a man wearing a tuxedo, floating in a pool. We cut to a shot looking up at the man from the bottom of the pool. We realize the man is Benicio del Toro. We hear is inner monologue.

Benicio: Heineken stays in brewing tanks for 28 days. While resting it gets its clarity and famous round taste. It’s like my job…

We cut to a wide shot from above, looking down on Benicio floating. We realize he is actually on set, with people filming from the sides of the pool.

Cut back to the shot looking up at Benicio from the bottom of the pool.

Benicio: …You probably think I’m doing nothing.

We suddenly hear the director.

Director: Cut! Cut! Cut!

Benicio rises from the pool to look up at the director.

Director: Benicio, rest harder man. Rest harder.

Benicio moves back into his floating position and we go back to hearing his inner monologue.

Benicio: Resting is a tough job…

Cut to a few moments later. Benicio is now standing at the side of the pool.

Benicio: …Even for Heineken.

Cut to pack shot and title.

Title: Brewed longer. 28 Days.

VO: There’s More Behind the Star