Heineken Debuts New Bottle and New Hero

W+K N.Y. and MJZ's Rupert Sanders Create Worldly New Spot Introducing Brand's Revamped Packaging

Published on Mar 08, 2013

Editor's Pick

The Heineken Legend is back for "Deja Vu" in a James Bond-esque adventure to nightclubs and bars around the world, via agency Wieden & Kennedy New York. Directed by Rupert Sanders (Snow White and The Huntsman), the commercial features yet another classic Bollywood soundtrack, "Dance Music 1" by RD Burman for a 1971 Indian film, just like the super-popular "The Date," which featured 1966's "Jaan Pehechan Ho."

English actor Neil Jackson, who himself has been featured in "Quantum of Solace," is the newest "Legend," and the spot is part of the global "Open Your World" campaign that was launched by Wieden's Amsterdam office. Costumes are by Academy Award-winning Colleen Atwood ("Memoirs of a Geisha," "Chicago.), who also earned an Oscar nom for her work with Sanders on "Snow White and the Huntsman."

As EJ Schultz reports over at AdAge, the leading man in the spot will tout the "star bottle," part of the brand's first major package makeover since 1946. The new bottle will have long necks, replacing the short necks Heineken drinkers have been familiar with.

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Mar 08, 2013
Wieden & Kennedy New York
Executive Creative Director/Production:
Scott Vitrone
Executive Creative Director/Production:
Ian Reichenthal
Creative Director:
Matt Even
Creative Director:
Noah Phillips
Noah Phillips
Art Director:
Matt Even
Head of Content Production:
Lora Schulson
Executive Producer:
Nick Setounski
Producer Assistant:
Kristen Johnson
Production Company:
Rupert Sanders
David Zander
Executive Producer:
Kate Leahy
Laurie Boccaccio
Director, Photography:
Jess Hall
Work Editorial Inc
Neil Smith
Visual Effects:
The Mill - LA
MPC, Los Angeles
Heard City

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