Heineken’s New Legend Leads a Romp Through the Parisian Underground

W+K rolls out 'The Insider'

Men who drink Heineken are still going on wild romps through the world's most colorful cities, but now one is leading a gaggle of clueless tourists as well.

In this new ad from Wieden + Kennedy Amsterdam, a dapper young man hijacks a tour guide's authority and takes his charges to see the better, deeper secrets of Paris. Those include, naturally, a masquerade hidden in crypts beneath the city, with guests wearing plague doctor masks.

It's a familiar formula for the brewer: A gregarious charmer, who could easily be the Most Interesting Man in the World in his prime, dances his way through a retro-hip wonderland, slugging Heinekens along the way. The twist here is perhaps that the hero is a little more gracious—less concerned with his his own appetite for chasing thrills and beautiful women (or, in that one instance, for finding his pet goat) and instead more eager to show the guests of his city a good time, as a sort of random act of benevolence.

The best moment, though, is probably the silliest—when the tour group is waylaid by a gang of mimes. Probably because after a parade of slick feel-good partying, nothing is more refreshing than a bunch of creepy overblown clowns making fools of themselves.


Client: Heineken

Global Brand Director: Gianluca di Tondo

Global Communications Director: Anuraag Trikha

Global Communications Manager: Diana Agudelo Hernandez

Agency: Wieden + Kennedy, Amsterdam

Executive Creative Directors: Mark Bernath, Eric Quennoy

Creative Directors: Thierry Albert, Faustin Claverie

Art Director: Kia Heinnen

Copywriter: Zoe Hawkins

Head of Broadcast Production: Joe Togneri

Broadcast Producer: Elissa Singstock

Planner: Nick Docherty

Group Account Director: Jordi Pont

Account Manager: Amber Martin

Project Manager: Stacey Prudden

Business Affairs: Emilie Douque

Production Company: MJZ

Director: Dante Ariola

Director of Photography: Philippe Le Sourd

Producer: Natalie Hill

Executive Producer: Debbie Turner

Editing Company: Peep Show Post

Editor: Andrea MacArthur

Audio Post: Grand Central Recording Studios

Sound Designer, Mixer: Raja Sehgal

Music: Schmooze

Artist, Title: Feu Chatterton, J'aime Regarder les Filles

Music Company: Schmooze

Postproduction: Method Studios, Co.3

Flame: Tom McCullough

3-D: Rick Walia

Telecine: Stefan Sonnenfeld (Co.3)

Producers: Matthew Engel (Method), Rhubie Jovanov (Co.3)

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