Heineken to Premiere 'The Switch' Television Commercial in Support of Star Serve Quality Campaign

Jul 30, 2012, 11:01 ET from HEINEKEN USA


NEW YORK, July 30, 2012 /PRNewswire/ -- Heineken will premiere their new television commercial, "The Switch," today, following the success of the acclaimed commercials, "The Entrance" and "The Date," which are also a part of the brand's Legends' campaign. "The Switch" reinforces Heineken's commitment to draught beer and provides viewers with a closer look at how a perfectly crafted beer can turn a night from lifeless to legendary.

"We are thrilled to deepen our credentials message with this commercial that for the first time in the US puts our Star Serve ritual in the spotlight," said Olga Osminkina, Senior Brand Director for HEINEKEN USA. "The brand is always looking for ways to showcase the proper way to pour a Heineken draught beer as we want to ensure that our consumers are enjoying the rich taste of our beer the way it is intended. 'The Switch' highlights our unique serving process in a manner that is sure to not only excite, but also educate consumers on the steps that should be taken to pour the perfect Heineken."

In "The Switch," viewers will see the main character, a Heineken "Man of the World," take two friends to a remote, grim, dive bar which slowly transforms into a nightlife hotspot once a round of Heineken draught beers are ordered. The bar's transformation is scored by the swinging sounds of the song, "Love Letter" by Clairy Browne & the Bangin 'Rack Ettes, which sets the mood for a legendary evening and the perfect beer.

Shot on location in Prague, "The Switch" is made in collaboration with TBWA \ Neboko, and directed by Martin Krejci (Stink London). The set and its mechanics were specially hand crafted to ensure that all transformations could be recorded live.


HEINEKEN USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.


Adam Feigen