Heineken Spot Ribs the Competition

NEW YORK Heineken USA continues to show its satirical side this summer in a spot entitled “Rooftop” that aims to spoof lowbrow beer commercials. The ad breaks on July 21.

The spot, a joint effort by Publicis Groupe’s Publicis and independent shop Vigilante, features a rooftop concert with sexy blonde triplets, loud rock music, exploding kegs of beer and men with tattoos.

Heineken recently displayed its impish sense of humor in its current online campaign, which uses phony news clippings and encourages client Web site visitors to create their own amusing headlines. That effort, called the “Heineken Headline Hoax,” encourages consumers to trick their friends into thinking that they are at the center of a fictitious story on the front page of a major Web site, such as SportingNews.com or Maximonline.com. Print and banner ads direct people to the Web site to carry out the hoax (www.heineken.com/usa).

The beer brand’s print campaign from Publicis in New York broke in June magazines. One ad features a clipping that bears the headline, “Amnesia Patient Drinks Heineken But Can’t Remember Why.” Each news story is set against the perspiring green bottle with the brand’s embossed logo at the bottom.

The budget for both new efforts was undisclosed; Heineken spent about $50 million in U.S. measured media last year, according to TNS Media Intelligence/ CMR.