The TVC is set in a bar where a couple are ordering their drinks. As they receive their drinks (Heineken for the man, wine for the lady), another young man sits next to the our hero. Then there is a blackout. When the lights come back on, our hero's beer glass is empty. He suspects the gentlemen and gives him the evil eye. But it was his girlfriend that 'made hay while the sun shone.
Philosophy
The Agency's solution was to communicate the proposition in a surprising and refreshing (rewarding every time you look at it) way. The execution was simple, personally relevant and provoked an emotion. We wantd to Move the brand on from only being for special occasions to making occasions special The creative work should be fueled by universal consumer truths, which occur, lead up to and after beer moments or occasions.
Problem
Heineken is a great global brand that has not been able to communicate its brand proposition in a consistent fashion around the world. The ad was to communicate its single global positioning - 'It Could Only Be Heineken'.