Publicis, Vigilante Unveil New Heineken Spots

NEW YORK Heineken USA broke two new spots last night on the last episode of “Joe Millionaire” on Fox, the company said, and it breaks two more on this Sunday’s Grammy Awards show airing on CBS.

All four are part of its 4-year-old “It’s all about the beer” campaign.

“The Nod,” a joint effort by New York shop Vigilante and Publicis in New York, shows an African-American man entering a nightclub. He exchanges nods of recognition with several people at the club. At the bar, he finds himself beside an attractive woman. He gives a double-nod to the bartender, who returns the gesture and places two Heinekens on the bar for the man, and presumably, the woman he wants to get to know better.

“The Joke,” created by Publicis, is a spoof on an old joke about certain types walking into a bar. In this case, a rabbi, a priest, a nun, a little person, three Polish hockey players, a blind man, the devil and a trio of women–a blonde, a brunette and a redhead–all walk into the same bar. “What is this some kind of joke?” the bartender says. Each of them is served a Heineken, and an onscreen super appears says, “The real reason they walked into a bar.”

Publicis also created “Soul Mates,” which contrasts scenes of a man getting ready for work and that of a Heineken being bottled at a brewery. At the end of the work day, the two cross paths when the man walks into a bar and orders a Heineken.

Vigilante created “The Takeover” featuring hip-hop star Jay-Z and his new song “Excuse Me Miss.” The 60-second spot shows the singer at home with his girlfriend who is watching TV. She hands him her empty champagne flute. Instead of a getting her a refill, he grabs himself a Heineken and the remote and settles in to watch sports.

The work credited to Publicis, which now handles the $60 million U.S. Heineken account, was actually created by its now-defunct sibling D’Arcy Masius Benton & Bowles, under the leadership of Lee Garfinkel. He joins Omnicom’s DDB New York in March.