In this commercial, we find Benicio del Toro with a female friend at a bar. He describes one of the Heineken family’s special gifts – that they have passed down an original recipe with only three ingredients, and all of those ingredients are natural. Describing Heineken’s special gift inspires Benicio to reveal his own special gift. Benicio lowers his head, summons something from within and then raises his head. A single tear falls from Benicio’s eye and rolls down his cheek. Benicio tells his companion that his gift is the ability to cry on demand. She and the barman are both astounded at his talent. The final outtake is that both Heineken and Benicio have very special,– one in making beer, the other in acting.

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 enjoying a Heineken with a female friend at an upscale bar.

Benicio: The Heineken family passed down a special gift. An original recipe with only three ingredients, and all of them natural.

Benicio continues.

Benicio: I also have a special gift…

Benicio looks down, summoning his special gift from within. The music builds. Benicio raises his head and looks up at his female companion. A single tear falls from his eye, down his cheek. Benicio’s companion is astounded.

Benicio: …The ability to cry on demand.

Benicio now motions to the nearby Heineken.

Benicio: It’s beautiful, huh?

Cut to the Heineken. A single drop of condensation falls down the side of the bottle – mirroring Benicio’s tear.

Cut to the barman, who has been watching the whole scene. Overwhelmed by the beauty of it all, a single tear now also falls from the barman’s eye, down his cheek.

Cut to pack shot and titles.

Title: Only three Ingredients. All are natural.

VO: There’s more behind the star.