Heineken Debuts 'The Switch'
Following the success of Heineken’s popular television commercials, “The Entrance” and “The Date,” the brand premiered “The Switch” on July 30, the third installment in Heineken’s "Legends" campaign. "The Switch" reinforces the brand’s commitment to draught beer and provides viewers a first-hand look at how a Heineken can turn a night from lifeless to legendary.
“We are thrilled to deepen our credential’s message with this commercial that for the first time in the U.S. puts our Star Serve ritual in the spotlight,” said Olga Osminkina, senior brand director for White Plains, N.Y.-based Heineken. “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.”
"The Switch" features a Heineken “Man of the World” who transforms a grim dive bar into a nightlife hotspot upon ordering a round of the brand’s draught beers. The scene is set to “Love Letter” by Clairy Browne & the Bangin’ Rackettes.
The commercial was shot in Prague, Czech Republic, in collaboration with New York-based TBWA/Neboko.