Heineken 'lobster' by The Red Brick Road

Heineken is launching its first TV ad in two years featuring an amorous lobster and a comedy French voiceover by Alistair McGowan as part of an attempt to unseat Stella Artois as the dominant continental beer.

The ad marks the first work from Heineken's new advertising agency, The Red Brick Road.

From June, Heineken will only be served with a larger, continental head and pubs will be supplied with new glasses to allow for this development.

The continental head is a move away from industry gimmicks such as "Extra Cold" or "Served with ice" towards an approach that delivers a better quality drink.