Heineken Launches New Spot Capturing the First Sip Feeling

Heineken knows all too well the unmatched feeling of having that first sip of beer.

But sometimes, the universe just won't let us have that instant gratification. 

Made together with creative agency Le Pub, the alcoholic beverage company's latest advert, "The First Ahhh," emphasizes this feeling of disappointment, at the same time showing that, with Heineken, the wait is worth it. 

In a one-minute spot, two friends walk in a bar and order a glass of Heineken, only to find out that the tap has run out. They let out a sigh of frustration.

We then see a string of unfortunate events begin to happen to other fans of the lager beer, set to the tune of Nat King Cole's "L.O.V.E."

Two guys arrive at a pub just as it closes for the day; a woman comes to a party only to find no Heineken in the cooler; a couple goes to the store and finds the Heineken chiller empty; and so on.

They all give out the same upset reaction with a downcast face: "Aghh..."

However, things begin to look up for the friends in the opening scene, as we see a keg of Heineken being delivered; and they finally get their well-deserved pints.

This time, one of them lets out an "ahhh" after enjoying his first sip of the refreshingly unique taste of Heineken, as the ad comes to a close.

All About Taste

The latest spot from the beer giant comes as part of a wider campaign that highlights the core principles of the brand, revealing its secrets to achieving a perfectly balanced taste. 

Heineken Brand Global Head Nabil Nasser emphasizes the brand's 150 years of brewing heritage and its popularity around the world as a great beer to have with friends. 

"'The First Ahhh!' embodies that feeling at the end of the day when you can grab a beer with a group of friends [...] We’re excited to bottle up that unique First Ahhh!’ feeling and share it with the world," he explained. 

Meanwhile, Le Pub CEO Bruno Bertelli shares more about the idea behind the campaign, calling the first sip of beer a unique experience. 

"[The] pleasure, the smell, the feeling of frothiness — everything contributes to a perception of taste and enjoyment," Bertelli said.

"We wanted to show how Heineken’s taste refreshes moments of effort into moments of enjoyment really turning people’s ‘agh' into moments of 'ahhh!'"

Editing by Katherine 'Makkie' Maclang