Heineken has revealed a new advertising campaign on the U.S. market for its Heineken Light. A series of spots, prints and digital billboards features people who enjoy their summer and beer. The campaign developed by Euro RSCG employs smart humor and teaches young generation old wisdoms.
The general idea is simple and nice: two guys come to Florida to learn how to “see the light”. The mentors are three older men, who are experienced in leading this style of life, and in each of the spots they give the newbies their lessons. The campaign includes four episodes and a trailer, which introduces the heroes and starts the whole story.