In 1873, Gerard Heineken founded a small, family-owned startup. 142 years later, the brand is  available in over 192 countries, yet remains family owned, with a name synonymous with quality. The iconic cerveza, which has always been a Latino favorite worldwide, now has a familiar face representing it. The new U.S. and global led program is comprised of three new TV commercials, starring Academy-award winner Benicio Del Toro.

Heineken’s new – and largest marketing campaign in its history – is called ‘There’s More Behind The Star.’ Consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand. Launching in 70+ markets globally, the campaign focuses squarely on the beer, the brand’s rich heritage and Heineken’s unparalleled international footprint. The humorous spots see Del Toro comparing what is behind his own ‘star’ status to specific stories behind the Heineken brand.

The new commercials (“Famous”, “192 Countries”) were created by Publicis Worldwide and filmed in a variety of locations in Barcelona. The spots will be released in both English and Spanish, alongside two additional pieces of short-form digital content.

“I couldn’t be happier having the opportunity to work with Heineken to bring this project to life in a fun way,” said Benicio Del Toro, on his first ever role as a brand spokesperson. “Heineken has a rich history and heritage that speaks for itself, and I’m excited to bring my talents to this global campaign.”

“Consumers increasingly want to know what’s happening behind the scenes in all areas of their lives,” said Ralph Rijks, Vice President, Heineken. “This includes their beer of choice.  Heineken has a wealth of authentic backstories that make up its rich history and illustrate why its popularity is so enduring. Our new campaign is designed to bring these stories to life in a fresh and innovative way, using the wit we have become famous for.”

Willem van Waesberghe, Heineken Master Brewer

“The new campaign engages consumers in our brewing heritage and focuses on the quality ingredients that ensure that the great taste of Heineken is the same around the world,” said Willem van Waesberghe, Heineken Master Brewer, and co-star of a set of new digital commercials alongside Del Toro.  “From small beginnings to our current global footprint, one key constant is unchanged – the original Heineken recipe. The skill and expertise of our Master Brewers means that the quality of our beer remains as high as it was on day one.”

For more information about the “There’s more behind the star” campaign, visit www.heineken.com