Deadpool and Wolverine share a Heiny

Heineken® – World-Class Light Beer for World-Class Bubs

Credits

powered by

Agency Publicis/Milan
Production Company Loon Productions
Director Bryan Rowland

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Agency Publicis/Milan
Production Company Loon Productions
Director Bryan Rowland
Ideation and Creation Maximum Effort/Los Angeles
Chief Creative Officer Mihnea Gheorghiu
Global Chief Creative Officer Bruno Bertelli
Creative Director Sapna Ahluwalia
Creative Director Yohan Daver

Associate Creative Director Greg Bruce
Associate Creative Director Jack Graham

Show full credits

Hide full credits

Credits powered by

Deadpool may be known for breaking the forth-wall for occasional bon mots and the odd reflexive commentary, but it's not often that it's used to grab a quick beer.

As part of its "mission to end bitterness", Heineken Silver has found itself in the MCU to forge a bond between two comic-book titans, Deadpool & Wolverine, conveniently the stars of Marvel's next blockbuster hit.

Developed by LePub in association with Maximum Effort, the Ryan Reynolds-run production company/agency, the film brings together The Merc with the Mouth and Weapon X over a beverage. This drink seemingly involves the latter's adamantium claws, though it's unclear whether that refers to the drink itself (not that appetising) or the cans (tough to crack open).

"We’re excited to be bringing Heineken into the MCU fold again,” explains Holly Frank, VP of Partnership Management & Operations for Marvel Studios titles. “Heineken Silver is all about ditching bitterness, so seeing how Deadpool and Wolverine could potentially do the same in a spot made for an exciting storytelling opportunity. Plus, Heineken is giving fans more of what they want with this campaign – Deadpool & Wolverine!”

“It was amazing teaming up with Heineken Silver and Deadpool & Wolverine," adds Bruno Bertelli, Global CEO LePub, CCO Publicis Worldwide. "The campaign’s creativity spins around the unexpected factor that even the most bitter of adversaries can find common ground over an iconic beer.

"With 'All The Taste, No Bitter Endings' we brought a twist to the protagonists’ behavior. The result is a campaign that defies expectations, leans into irony and puts on a smile.”