heineken & music

First. I love a cold Heineken. Probably my favorite brew when the day calls for a beer.

Second. I have hated Heineken advertising for a very very long time.  I have continuously thought whomever was doing the work was missing what Heineken was all about as a brand.  In general the advertising seemed to continue to Americanize the brand.


Side note.  I love America (this being the 4th I wanted to reinforce that thought so no one came trundling into my comment section mentioning that I was some communist or something.  The point is that Heineken is not American – nor communist I may add).


All that said.

The new Heineken advertising.

Love it for Heineken.

It is interesting to me not only because they have developed advertising that is quirky and with lots & lots of personality but strategically it is their version of “the most interesting man in the world “ (Dos Equis).

This is “I see myself in that brand” 101 (a basic college lesson).

It is over the top but in an odd European quirky way. It reestablishes Heineken is not for the mainstream. It clearly showcases that Heineken is not for everyone, it may only be for those who like to be different and it has an international feel to it.

It is the type of advertising that people in other categories should sit up and pay attention to not because they should copy it but because they could learn from it.

Smart stuff from a smart advertising agency – wedien & kennedy.

Even better?

Love the music.

And the music tied to the over-the-topness of the commercial itself is absofrickinly perfect.

The song is “the golden age” by The Asteroids Galaxy Tour.


Here is Heineken “the entrance” tv commercial (done by Weiden & Kennedy – good stuff from a good agency):


as a bonus.

This is the full Golden Age music video if you want to see it (and you like the song):

The asteroid galaxy tour: http://www.youtube.com/watch?v=On6U-kQGBcA

Happy 4th of July weekend.  Have a Heineken.

Written by Bruce