UK: Heineken launches new TV and cinema ad

Heineken has launched a second execution in its 'Use your continental head' TV and cinema campaign in the UK.

The new ad in the series, in which Heineken allows Brits to overcome embarrassment when faced with a situation or behaviour considered perfectly normal in Continental Europe, is entitled 'Helicopter'.

The 50-second ad and a 30-second cut-down version will be appearing on TV screens from 14 May to the end of June, and the full 50-second commercial will be shown in cinemas nationally from June through to mid-November, Heineken said.

The new ad continues the theme set in the first execution in which a British diner finds himself consumed with guilt when a waiter presents him with a live lobster before putting it in the cooking-pot.

The 'Helicopter' ad opens on a scene at a business function in which a moustachioed European man is hugged enthusiastically by his continental associates in their usual form of greeting. The situation causes the British delegate embarrassment, which is relieved by the arrival of a tray of Heineken.

Chris Duffy, Heineken UK's customer marketing controller, said:  "The first ad in the 'Use your continental head' campaign really struck a chord with consumers, achieving excellent levels of recognition. Lobster generated high levels of recall, and both of the ads in the series work on two levels by delivering our message about serving Heineken with a continental style head in a humorous and memorable way."
 
The ads form part of a wide-ranging multi-million pound marketing campaign which began last summer. "Last year's activity proved to be highly successful in gaining awareness for and acceptance of our Continental head message and we'll be stepping up the pace this year," Duffy said. "During 2008 we expect to treble the number of outlets which offer Heineken on Continental Draught serve and in the off-trade we have now rolled out Heineken DraughtKeg nationally to all take home customers, so we are confident that the movement will really pick-up momentum this year."