Heineken, a brand of White Plains, N.Y.-based Heineken USA, launched the third commercial in its global marketing campaign There’s More Behind the Star. With Academy-award winning actor Benicio Del Toro continuing his spokesperson role, the commercial is hoping to spread some holiday cheer, the company says. First premiering on Nov. 13 during The Walking Dead on cable channel AMC and just in time for the holiday season, the commercial invites viewers to discover the authentic heritage and history of an iconic, family-owned brand by taking an honest look at the age-old tradition of gift giving, it explains.
In the spot, Del Toro finds himself in conspicuous situations that force him to showcase his range of acting skills as he opens unique gifts from his family — including an ugly sweater and an electric mixer — none of which can stand up to the gift of an ice-cold Heineken, it adds.
“Heineken has been family-owned since 1873, so celebrating family traditions, especially around the holiday, is core to our culture,” said Ralph Rijks, vice president of the Heineken brand, in a statement. “With this commercial, our family invites yours to take a moment, have a laugh and enjoy Heineken with your loved ones this season.”
Additionally, the company is launching a series of consumer promotions to coincide with the campaign. Visitors to the Heineken website will be able to send their friends, family and co-workers comical holiday e-cards, entering them for a chance to win a $100 Uber gift card, and the ability to download a Heineken holiday promotional offer, it says. Further, in partnership with Shazam, consumers are invited to scan their Heineken holiday packs to seamlessly receive endless holiday savings, it adds.
Debuting in February 2016, the There’s More Behind the Star campaign launched globally in more than 70 markets in both English and Spanish and focuses squarely on the beer, the brand’s rich heritage and Heineken’s unparalleled international footprint, the company says. The commercials were created by Publicis Worldwide and filmed in a variety of locations in Barcelona.