Does Heineken finally have a hit on its hands with “The Entrance” TV Commercial?
The import, which has struggled to find a breakthrough marketing message, is launching TV versions of its “The Entrance” web campaign, which is the second-most watched web ad in the latest Ad Age Viral Video Chart with nearly a million views in a week.
The video, in which a man charms his way into a party with over-the-top greetings, was shot for Heineken International by Wieden & Kennedy, Amsterdam. The brewer is now making it the centerpiece of its first global campaign for the Heineken brand in five years, called “Open Your World,” with versions planned for the U.S., U.K., Argentina, South Africa, Australia, New Zealand and other countries.

Heineken USA is expected to begin airing the TV ads in March. Elements of the ads will also be incorporated in a new U.S.-only campaign being prepared by Euro RSCG, the importer’s agency for Heineken Lager, according to the importer. Read More