Heineken takes "The Date" to cinema, TV (video)


The long-form ad, via Wieden+Kennedy New York, debuted nationwide in theatres on 9/9; television will launch on NBC and IFC this month: Heineken USA’s “The Date,” the second film in its “Open Your World” campaign, revolves around a stunning date on an epic journey. The television debut for the full-length spot will appear during Sunday Night Football on NBC on 9/18, and 60-second and 30-second versions will air nationwide this fall.

Extending the movie theme creative motif, Heineken USA’s cinema strategy will be accompanied by an out-of-home campaign promoting “The Date” in the style of blockbuster movie posters. The big and small screen debut follow the campaigns’ online launch, where over 7 million viewers have tuned into YouTube to watch the film since its debut earlier this year.

In support of its TV launch, Heineken also formed an exclusive partnership with the IFC Network to carry its larger-than-life theme over to the small screen. IFC Network will run the full, 90-second version of “The Date” beginning 9/28. The network will also air “The Legendary Making of The Date” in full during its “Featured Feature” program, giving viewers an insider’s look into the spot’s creative.

See “The Date” here: