Rothco has launched a series of TV ads, directed by Radical Media’s Steve Millar, for its client Heineken to coincide with the launch of Heineken Light.
The campaign revolves around the search to find “the perfect spokesperson to be the face of the brand” and the commercials see Heineken set up fictional screen tests to find their perfect spokesperson. Set in a beach house, various hopefuls audition to be the new face of Heineken Light. And the process is not without some colourful characters.
According to Heineken, the first actor to try for the role goes by the stage name Jonny Goode. His real name is Jonny Good but he added a silent ‘e’ for extra effect… Jonny might not be the greatest actor in the world so he resorts to taking off his shirt to impress the director, much to the director’s despair.
Explaining the creative, Executive Creative Director at Rothco, Alan Kelly, comments: “The beer has all the benefits of a light beer and the taste is unbelievable. To bring the campaign to life, it was going to need a spokesperson that had it all too. Dealing with the lighter side of Heineken, we thought it would be apt of Heineken’s witty style to show that the search for this spokesperson wasn’t going to be easy. Hence, we created a series of characters, with universal humour, that we could have fun with.”
Renowned commercials director, Steve Miller, is behind the comedy of the new campaign, discussing the direction of the commercials he says: “The guys at Rothco and Heineken have written some really funny people into the storylines. What I always try to do with good writing like this, is put it in the most universal, relatable form. The comedy that works best always has another truth – and it’s always pulled from something we can all relate to.
“These films are about the humour of making the best out of an awkward situation. This is what I saw in both sides of the storyline, from the hopeless ‘actors’ to the disgruntled ‘director’. They’re all working really hard to save face and it’s a situation anyone can relate to.”
The initial TVC will be followed by two further commercials later in the summer, featuring the next rounds of ill-fated screen tests.
The Heineken Light launch campaign will also be supported by social, digital and out of home.