WHITE PLAINS, N.Y. -- Heineken USA Inc. earlier this month unveiled its latest global television ad campaign in the United States, "The Odyssey," celebrating the premise that every man is legendary at something. The brand has cast men with "unique skills" 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.
"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, vice president of marketing for Heineken. "With The Odyssey, we gave 20 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 TV spot will live on a variety of broadcast and digital platforms in the United States, 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.
Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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