Heineken® Light, “Best Tasting Low Calorie Lager” winner at the 2016 World Beer Championships, launched “Hypnotize,” the first TV commercial of 2017 in partnership with award-winning actor and brand spokesperson, Neil Patrick Harris last week. The new commercial kicks off a series of three spots this year, which proudly showcase Heineken Light’s one-of-a-kind delectable flavor through Harris’s signature wit and lighthearted humor.
“We were really excited to go to a new place with Heineken Light and Neil Patrick Harris under the theme of impossible feats,” said Andy Bird, Chief Creative Officer, Publicis New York. “In this first spot, and the work set to debut, we wanted to see Neil, a magician himself tackle seemingly impossible feats in the same way Heineken Light disproves the impossibility of brewing a great-tasting light beer.”
DIVERGE spoke to Rob Ryder, Brand Manager, Heineken USA to find out more:
Why is humor important in these ads?
Both Heineken Light and Neil Patrick Harris are known for their trademark wit, and we wanted that to come to life in this campaign as it has in years past. This newest instillment of the campaign is all about “impossible feats.” Since many think it’s impossible to brew a great tasting light beer, Heineken Light has done “the impossible”, and that’s where we get to play with the humor of what else is considered impossible.
When will the other two ads be released?
We can’t comment on exact timing yet, but generally the work will roll out over the course of 2017.
What was it like working with Neil Patrick Harris?
Aside from being a true fan of the beer (really… he has Heineken Light kegerator!) we love working with Neil because he isn’t afraid to make jokes and take chances, even ad-libbing on set. Each new campaign allows us to continue to build on our years of refined beverage hilarity.
How does Heineken Light defy stereotypes?
Heineken Light breaks through negative stereotypes about light beers – that they taste watery and have less flavor, as taste is lost in an effort to cut calories. With our use of cascade hops, which are typically found in craft IPAs, Heineken Light drinkers are treated with a pleasant, full, citrus-like flavor that finishes with notes of grapefruit, and provides both flavor and aroma, and better yet – only 99 calories.
Who is the team behind this ad?
2017 HEINEKEN LIGHT CAMPAIGN CREDITS
Client: Heineken
Campaign Title: Best Tasting Light Beer
Agency: Publicis New York
Agency Location: New York
Global Chief Creative Officer, Publicis Worldwide: Bruno Bertelli
Chief Creative Officer, Publicis North America: Andy Bird
EVP, Executive Creative Director, Publicis North America: Joe Johnson
VP, Creative Director, Publicis North America: Jason Gorman
VP, Creative Director, Publicis North America: Einav Jacubovich
VP, Creative Director, Publicis North America: Jeremy Filgate
Associate Creative Director, Publicis North America: Lindsay Cliett
Associate Creative Director, Publicis North America: John-Paul Cannucciari
Copywriter, Publicis North America: Patrick Merritt
VP, Executive Producer, Publicis North America: Tim LeGallo
Associate Producer, Publicis North America: Rachel Tierney
EVP, Group Account Director, Publicis North America: Kathryn Harvey
Worldwide Account Director, Publicis Italy: David Pagnoni
VP, Group Account Director, Publicis North America: Shari Lederman
Production Company: Park Pictures
Director: Terri Timely
Line Producer: Dave Lambert
Editorial Company: Prodigious
Editor: Terence Ziegler
Executive Producer: Beth Fitzpatrick
Visual Effects Company: Art Jail
Executive Producer: John Skeffington
Producer: Adriana Wong
