Heineken unveiled its latest global television ad campaign in the U.S., “The Odyssey,” celebrating the premise that every man is legendary at something. For the first time in its history, the premium beer brand has cast men with “unique skills” in its TV commercials to play the central protagonists.
The ad follows the main character’s adventures aboard a cruise ship as he uses his wit, charm and skills to impress his fellow passengers. From going low in a limbo contest, to diving expertly into a swimming pool, to dancing the perfect conga, the men get a stage in the spot to perform their skills, proving that every man has the ability to become legendary.
The spot features 20 men found through an open casting call where they demonstrated a skill that makes them legendary in their own right. Discover the story behind every talent in The Odyssey Interactive Film on Heineken’s YouTube channel.
“We believe that many Heineken drinkers have at least one legendary talent waiting to surface, and this latest chapter of our Legends campaign is a celebration of their legendary behaviors,” said Colin Westcott-Pitt, VP Marketing, Heineken. “With The Odyssey, we gave twenty young men a chance to showcase their legendary side to the world.”
The ad, created by HEINEKEN with Wieden + Kennedy Amsterdam, follows its recent “Legends” platform, which featured a series of “Men of the World” who are pushed to cross their borders and get the most out of life. Both a 60-second and 30-second version of the television spot will live on a variety of broadcast and digital platforms in the U.S., with a longer form version on the Heineken YouTube Channel.
As part of the Odyssey campaign, Heineken has also launched the “Take the Stage” promotion, a national retail and on-premise program where adult consumers 21 and older can enter a sweepstakes for the chance to showcase their legendary side on one of three celebrated Heineken stages: the set of the next James Bond film, DJ-ing at the Heineken House at a 2014 music festival or center court at the 2014 US Open. The program features retail and on-premise merchandising/point-of-sale materials, channel-specific instant redeemable coupons, and mail-in rebate offers, where legal.