On May 21, Heineken Silver launched a new creative campaign with the participation of two actors Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine) with a 30-second advertisement.
The commercial opens with Deadpool and Wolverine about to fight each other, but Wolverine cannot summon his adamantium claws. That’s when Deadpool admitted to sneaking some adamantium to create something new – also a can of Heineken Silver.
Immediately, Deadpool gave Wolverine a can of Heineken Silver as a “peacemaking” gift, and together they temporarily stopped fighting to enjoy a rare moment of peace in the chaotic multiverse.
Sharing about the campaign, the two actors said: “We are very happy to continue accompanying MCU as well as Heineken Silver. What can help you get through the long and confusing days in the multiverse like the refreshing taste of Heineken Silver.”
Heineken’s new advertisement with the two main actors of the movie “Deadpool & Wolverine”.
This is one of the few beer sponsorship activities for movies in the Marvel Cinematic Universe, but because this is the world of Deadpool (a character who loves to joke, tell jokes and often have silly actions). ) so this activity has similarities in brand image.
Regarding suitability for the viewing audience, the upcoming “Deadpool & Wolverine” movie is rated R, so the audience will also be different from some other Marvel movies (most of which are rated PG- 13). In addition, about the two characters represented in the advertisement, Wolverine is an alcoholic and actor Ryan Reynolds also owns a liquor company, so beer sponsorship does not go against the image of this couple. The above factors show that Heineken’s sponsorship activities in the new film have appropriate consideration for the film content, brand image and audience.
Mr. Bruno Bertelli , global CEO of LePub, shared more about the campaign: “This advertisement wants to convey the idea that even people who hate each other to the core can find common ground through a full can of beer.” Iconic like Heineken. With the message ‘All The Taste, No Bitter Endings’, we visualized the transformation of the two enemies’ behavior, thereby helping viewers understand the message in a satirical way.”
The phrase “No Bitter Endings” in the message can not only mean that the Heineken Silver beer line does not have a bitter aftertaste, but also implies that Heineken is the solution to the bitter ending of all hostile relationships.
Mr. Jonnie Cahill , Marketing Director at Heineken USA, said, “We are very excited to have the opportunity to continue working with MCU to increase the brand’s presence. And this collaboration will not bring any ‘bitter’ ending for Marvel fans.”
