4 Average Joes Become Conquering Nightlife Heroes in Heineken’s New Cities Spots

Campaign encourages drinkers to step out of their comfort zones

When you’re headed out on a night on the town with friends, it’s easy to revisit your favorite watering hole over and over. But Heineken is encouraging adventurous men to broaden their horizons in its latest “Cities” campaign, which is now in its fourth year.

In the new TV spots, from Publicis, instead of heading to their usual neighborhood bar, four guys decide to do something different: they turn into Medieval knights, 17th century explorers, mountain climbers and astronauts before landing at the hottest rooftop club in the city.

“It’s about friends trying something new on a Friday night,” said Anuraag Trikha, global Heineken brand communication director. “It’s a simple way to connect our point of view with our point of consumption.”

The TV spots, airing in 16 global markets, can be localized, with every market having the option to place a message about Heineken events at local bars at the end of the spots and on social media. The skyline, flyer in the story and protagonist at the end of the ad also can be tailored to local markets.

“We’re trying to localize a global beer brand. We’re in 192 countries, but we want to create relevance, locally, and hit passion points,” Trikha said. “This is a great way for us to be a part of the conversation in pop culture, and to drive consumption.”