Heineken brings The Entrance campaign to UK TV

Heineken, the imported lager brand, introduced its global ad campaign 'The Entrance' to UK TV audiences last night.

The ad, created by Wieden+Kennedy Amsterdam, features 90, 60, 45 and 30-second TV spots, which will air on terrestrial and cable TV channels.

It will also air during Uefa Champions League matches this week. Heineken is an official sponsor of the League.

The campaign launched in Northern Europe earlier this year and will be supported in the UK by digital activity across YouTube and Facebook. Media buying is handled by MediaVest.

The ad uses a new global strapline, "Open your world" and features a popular party guest making a grand entrance. He charms a dignitary's wife, greets an oil baron in cowboy get-up and impresses a kung-fu assassin.

The hero finally ends up on stage performing with the Danish alternative pop group The Asteroids Galaxy Tour.

Julia Rodger, brand manager, Heineken UK said, "'The entrance' will be the second global Heineken advertisement to be shown on UK TV screens and follows the hugely popular 'walk-in fridge' creative execution which launched last year. 

"Once again, our new ad plays cleverly and effectively on the popularity of advertisements which use humour and excitement to engage viewers, and the brand’s worldly, open-minded and confident personality is perfectly conveyed through this new campaign and the introduction of Heineken’s new universal strap line, 'Open your world'."

The ad has been available to watch on Heineken's Facebook page since December last year and the video has now received more than 900,000 likes.

In February, Heineken launched a viral campaign to promote its social media presence and to celebrate its one-millionth "like" on Facebook

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