The Week: Lobster doomed in Red Brick Road's first non-Tesco spot

The Red Brick Road has unveiled its first campaign for Heineken, marking the beer brand's return to TV advertising after two years.

The ad, which features an amorous lobster and a humorous French voiceover performed by the impressionist Alistair McGowan, is The Red Brick Road's first TV campaign outside of Tesco since the agency launched in March 2006.

The commercial invites unadventurous British drinkers to find their 'continental heads', in this case by coming to terms with killing a lobster in order to eat it.

The commercial will appear on national television and cinema supported by a number of initiatives in pubs that aim to position Heineken as a more European brand, including providing oversized glasses with a larger continental head.

The ad was written and art directed by Vince Squibb and Justin Tindall, and directed by Danny Kleinman at Rattling Stick.