Heineken switches bars on drinkers

Heineken is launching the third TV spot in its global ‘Open Your World’ advertising campaign as the brewer looks to promote how the beer will enliven even the most boring bars.


The Switch’ is being rolled out globally this month and features the recurring ‘Legend’ character who also appeared in the brand’s previous ‘The Entrance’ and ‘The Date’ commercials.

While the previous ads focused on the exploits of The Legend, the latest spot follows the character and his two friends as they arrive at a pub. It starts to transforms into a high-class jazz-themed bar as soon as the group orders three Heinekens, with the bartender pressing a hidden lever to initiate “the switch”.

Music plays a big part in the ad, as part of Heineken’s global strategy has been to position the brand around themes outside of sport such as music and design.

Australian soul band Clairy Browne & The Bangin’ Rackettes provide the soundtrack to the TBWANeboko Amsterdam created spot, which is part of Heineken’s ‘Open Your World’ campaign.

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