Ad Nut
Jun 8, 2016

Heineken makes light of spokesmodel search in campaign for new light beer

From Ireland: 'The Search', for Heineken Light by Rothco

For the launch of its new 'light" variant, Heineken worked with Dublin-based agency Rothco and a director known for helping raise the fortunes of another beer brand: Steve Miller, who made Dos Equis famous with 'The most interesting man in the world'. (The 'most interesting man' was recently retired from service and launched into space, but that's another story.)

The resulting Heineken Light spots have a good-old time with the meta concept of the brand searching for a suitable star for its first ad campaign. Ad Nut finds the spots funnier than expected and quite charming. Clearly the director (the real one, not the one in the spots) knows what he's talking about:

The guys at Rothco and Heineken have written some really funny people into the storylines. What I always try to do with good writing like this, is put it in the most universal, relatable form. The comedy that works best always has another truth—and it’s always pulled from something we can all relate to.

These films are about the humour of making the best out of an awkward situation. This is what I saw in both sides of the storyline, from the hopeless ‘actors’ to the disgruntled ‘director’. They’re all working really hard to save face and it’s a situation anyone can relate to.

The campaign is beginning in Ireland, but the agency reports that it will continue to the brand's international markets, except the US.

'Jonny Goode': He's too sexy for his shirt


Marketing Manager, Ireland:  Julie Wells
Marketing Director, Ireland: Sharon Walsh
Global Brand Communication Director: Anuraag Trikha
Communication Manager (Global): Els Dijkhuizen

Agency Producer: Jessica Derby
Art Director: Stephen Rogers
Copywriter & ECD: Alan Kelly
Finished Art: Gerry Cole
Account Director: Eva Nash
Business Director:  Aoife Moore
Strategy: Shane Doyle (MCCP)
Digital Strategy: Kathleen Healy

Production Company: Radical Media
Director: Steve Miller
Executive Producer: Greg Carlesimo  & Ben Schneider
Producer: Alexis Carlesimo

Post Production: Spot Welders NYC & Screen Scene Dublin
Producer: Amanda Slamin  NYC &Peter Greene Dublin
Post Production Supervisor: Allen Sillery
Editor: Dick Gordon NYC

Sound: Mutiny Studios
Web Design & Development: Rothco

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