For Heineken's peripatetic "Man of the World," it's time for a staycation.
In this new spot from Wieden + Kennedy Amsterdam—the seventh film in "The Legends" series—the charming, resourceful and worldly male lead isn't globetrotting any longer. He's exploring his own city for a change, and finding plenty of unexpected adventures along the way, as he endeavors to return a set of lost business cards to a woman named Eve.
The point, says Heineken, is that Men of the World should never stop exploring their own urban backyard. "We know that while Heineken drinkers are familiar with many of the hot spots in their cities, they may not venture outside their usual routine on a daily basis to explore the unexpected," says Colin Westcott-Pitt, vp of marketing at Heineken. "With the 'Cities of the World' campaign, we're aiming to inspire them to move away from their usual habits this summer to discover and unlock the secrets of their own cities."
As part of the campaign, Heineken is also produced a set of specially designed, limited-edition bottles, each featuring a print of one of six global cities: New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro. Through July 4th, every City Bottle will feature an under-the-cap code, offering the potential for daily prizes.
The new spot was filmed in Hong Kong by Traktor. The two-minute version will run only online, while 60- and 30-second cuts will air on TV.
Agency: Wieden + Kennedy, Amsterdam