Heineken’s latest campaign, titled “The First Ahhh!”, captures the exhilarating sensation of that initial sip. Developed in collaboration with creative agency LePub, this global initiative aims to encapsulate the distinctive and invigorating experience of that first taste of a crisp, perfectly balanced Heineken.
Directed by Alex Feil and accompanied by a cover of Nat King Cole’s “L.O.V.E.”, the TV commercial portrays the yearning for a refreshing Heineken, whether it’s after a long day at work or upon arriving late to a party.
Viewers are taken on a journey of anticipation as various individuals are shown uttering an “Agh” upon realizing that their favorite beer in no longer available (at the bar, at the grocery store, or at a party). Finally, at the peak of the track’s crescendo, the protagonists savor the long-awaited “First Ahhh!” moment.
The advertisement not only evokes a sense of anticipation but also illustrates how Heineken’s flavor transforms moments of effort into moments of enjoyment, turning people’s sighs of “agh” into sighs of “ahh!”.
Scheduled to air across 75 markets throughout the year, the campaign encompasses below-the-line (BTL) promotions, out-of-home (OOH) advertising, packaging updates, public relations efforts, and social media campaigns.
