The ‘Alsace-tian’ 60-second ad features Cantona driving his canine friends around the French region of Alsace to help locals in dire need, ranging from a monk ensnared in the church bell ropes to a postman buried in snow.
The TV spot will be supported by a PR stunt where the dogs will play the the role of bartenders at the ‘Bar D’Alsace-tian’ in central London as part of the ‘world’s first bar staffed entirely by dogs’.
Heineken brand director of mainstream beers Ifeoma Dozie said: "The Alsace-tians continues the humorous and tongue-in-cheek narrative already established in past campaigns."
The concept of the TV ad plays off common depictions of St Bernard dogs with barrels around their necks. According to legend, the barrels contained brandy and were used to keep avalanche victims warm.
Agency: Ogilvy & Mather