Heineken has lined up a promotional push behind its namesake beer brand in the US.

The Netherlands-based brewer's US unit said yesterday (20 January) that the campaign, entitled "Give Yourself a Good Name", launched in the country with a TV advert last weekend.

The 30-second advert, featuring actor John Turturro, debuted during the NFC Championship game on 18 January, and will run up to the Super Bowl on 1 February. A second ad with Turturro will air in 27 markets during the Super Bowl XLIII broadcast.

"Our new platform connects the values of the consumer and the values of the brand," said Christian McMahan, chief marketing officer at Heineken USA. "With our new campaign, we're taking steps to ensure that we continue to remain relevant and connected to our consumers."

Heineken Premium Light will also be integrated into the new platform, the company said.

Starting in mid-March, Heineken USA will debut the full campaign with additional broadcast creative executions, national media, print, OOH, promotions, on-and off-trade activation, PR and digital. In addition to the three Turturro spots, 11 more TV spots, including new executions for Heineken Premium Light, Hispanic and African American, will round off the campaign.