Heineken 0.0's First Ads Prove You Can Have Fun Without Alcohol

Who's up for a non-alcoholic barrel of fun? Publicis Milan rolls out the self-consciously silly humor with zippy spots introducing Heineken 0.0, the brand's first zero-alcohol beer, aimed mainly at markets in Europe plus Russia and Israel. A 60-second TV manifesto that dropped a few weeks ago introduces the tagline "Open to all." A cheeky voiceover begins, "Yes, we are open. Come in. Come as you are. Without trousers, if you like." So, feel free to drop your pants and check out the ad below. It features quirky, quick-cut takes on open-mindedness and inclusion, with men in drag, a cheesy magician, women boxing, a head-bangin' music teacher, some urban cowboy type who rides his horse through the city at night, a self-assured goth gal, and a Martian who's mastered the art of parallel parking: [kickout id="1"] "The target we are talking to are those who would like to have a zero-alcohol beer whenever they feel like it," Marco Venturelli, agency executive creative director, tells Adweek. "We challenge those who say 'Beer shouldn't be drunk in the afternoon' and give them a reason" to try Heineken 0.0. Short online clips that broke last week place the brand at the center of different oddball scenarios. For example, why order a sparkly, fru-fru non-alcoholic cocktail when Heineken 0.0 is in the house? [kickout id="2"] "Took us forever to build the Fabio's Temptation mocktail," Venturelli recalls. "Creating—as Daniel Warwick, the director, put it—a 'drinkable unicorn fart' is not an easy job." Ah well, somebody's gotta do it. Next comes a workplace spoof, with an enterprising intern pounding down the Heineken 0.0 as she climbs the corporate ladder: [kickout id="3"] HR is gonna get complaints about that meeting for sure. Meanwhile, a dude with romance on his mind has more than one reason on date night for wanting to keep a clear head: [kickout id="4"] Next time, hire a sitter. Elsewhere, out in the garage, a DIY enthusiast really drills down into the brand proposition: [kickout id="5"] And here's an especially unorthodox/obnoxious beer run: [kickout id="6"] "We didn't consider other beers as competitors, but all the other drinks you reach for when you can't or don't feel like having alcohol," says Venturelli. "So, we could take beer-world fun and apply it to any moment of the day and any person out there." Look, this stuff isn't face-meltingly funny. Like the best non-alcoholic brews, the campaign employs a light touch designed to please without annihilating your powers of reason. Can the same be said for a "drinkable unicorn fart"? Alas, we'll never know for sure. A few more ads are on tap below: [kickout id="7"] [kickout id="8"] [kickout id="9"] CREDITS Heineken 0.0 "Open To All" TV & Digital Campaign Credits —TV Spot: "Ode to Openness" Client: Heineken Sr. Director Global Heineken® Brand: Gianluca Di Tondo Head of Global Innovation Heineken® Brand Global Commerce: Ilaria Lodigiani Innovation Manager Heineken® Global Marketing: Sarah Nisenbaum Advertising Agency: Publicis Italy Global Chief Creative Officer Publicis WW: Bruno Bertelli Executive Creative Director: Cristiana Boccassini Executive Creative Director: Luca Cinquepalmi Executive Creative Director: Marco Venturelli Art Director: Laura Aondio Copywriter: Francesca Vitello Strategic Planners: James Moore, Noa Dekel Worldwide Account Director: David Pagnoni Account Director: Francesca Baldrighi Account Manager: Silvia Ghiretti Head of TV Producer: Silvia Cattaneo Production Director: Sebastian Strasser Production Company: RadicalMedia London Executive Producer: Ben Schneider Producer: Leslie Vaughn Director of Photography: Linus Sandgren Production Designer: KK Barrett Costume Designer: Nancy Steiner Hair: Torsten Witte Makeup: Albert Elizondo 1st Assistant Director: David Webb Editor: Paul Hardcastle Editorial: Trim London Drums: Carla Azar Music Supervision: Dirty Soup Audio Post Production: Grand Central Recording Studios Sound Design: Raja Sehgal Voiceover Artist: Colin Salmon VFX/Post: MPC London VFX Producer: Phil Whalley Colourist: Mark Gethin VFX supervisor: Dan Sanders CG Supervisor: Greg McKneally 2D Supervisor:Dirk Riesenfeld —Short Films Agency: Publicis Italy Global Chief Creative Officer (Publicis Worldwide): Bruno Bertelli Executive Creative Director: Cristiana Boccassini Executive Creative Directors: Luca Cinquepalmi and Marco Venturelli Heineken Global Digital Creative Directors: Milos Obradovic and Mihnea Gheorghiu Associate Creative Directors:Aureliano Fontana Art Director: Laura Aondio, Andrea Raia Copywriter: Francesca Vitello, Matteo Gatto Worldwide Account Director :David Pagnoni Digital Client Service Director: Cecilia Cavagnini Account Manager: Silvia Ghiretti Planning Director: Sol Ghafoor Strategic Planners: James Moore Head of TV Production: Silvia Cattaneo Producer: Silvia Cattaneo Production Company: Reset Director: Daniel Warwick Editor: Stuart Greenwald Producer: Adam Saward Post-Production Company: Smoke&Mirrors Audio Post-Production Company: Smoke&Mirrors Media Buying: Starcom City / Country: Spain, Netherlands, UK, Russia, Romania, Austria, Hungary, Germany, France Exposure: Mixed Media (Facebook, YouTube, TV)

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Heineken 0.0's First Ads Prove You Can Have Fun Without Alcohol

Publicis Milan brews up a zany campaign

David Gianatasio

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David Gianatasio