The UK division of Heineken has teamed up with US actor Stanley Tucci to front a campaign in the market for its Birra Moretti Italian beer.
The arrangement, which sees Tucci assume brand ambassador responsibilities for the neighbouring markets of the UK and Ireland, centres around an ad that does not actually feature the actor. Noting that the spot (below) will run across film, social media platforms, PR, creator content and out‑of‑home assets, Heineken UK said the ad emphasises that “life is about enjoying simple pleasures”.
“Rather than simply asking people to make more time for life’s simple pleasures, we wanted to show what that philosophy looks like in action,” said Heineken UK marketing director Rajeev Sathyesh. “Even if it means missing the shoot, Stanley genuinely living our brand philosophy is much more powerful than him turning up to talk about it.
“Because sometimes the best way to live the Birra Moretti way is to simply stop what you’re doing, sit down with people you love and enjoy the moment.”
Last week, Heineken released details of a tie-up the brand owner has secured with next year’s edition of the Ryder Cup. The golf tournament, which takes place in Ireland in 2027, will be leveraged by the group for a raft of brands, including Birra Moretti.
