Heineken's casting of Hollywood star Ray Liota as a hardman sent by the brewer to show drinkers, who don’t savour every last drop, the error of their ways is a shrewd move. The television and cinema campaign successfully plays to Liota's strength of playing edgy characters with a hint of menace. A fitting star to promote the brand's added strength. It was written and art directed by Tony Barry of Clemmow Hornby Inge, directed by Bryan Buckley of Hungryman and filmed in New York. Media was handled by MindShare.