Heineken: Overwork is real

In this commercial

TV Commercial Review

Heart or Humor


With mounting societal pressure to be constantly busy, rapid adoption of new work technology and a global pandemic forcing a complete overhaul of where and when work gets done, workers have increased their average working day by 2.5 hours, according to NordVPN Teams. When added up, all these extra hours are negatively impacting overall employee wellbeing, translating to less time spent with friends and family or pursuing personal hobbies.

HEINEKEN is addressing this growing work life imbalance with The Closer, an outlandish high-tech bottle opener that immediately shuts all work applications when a bottle of Heineken is opened with it. Dramatized in a campaign film as the antidote to the increasing demands of our always-on work culture, The Closer bottle opener itself is a satirical symbol for the power every worker has to close down at the end of the day.

“As people continue to feel like they have to work all the time, they’re forgetting that disconnecting is even an option,” said Bruno Bertelli, Global Chief Creative Officer of Publicis Worldwide, the lead agency that created the campaign. “That’s why we created The Closer. It’s not just technology; it’s a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again.”

This is the first campaign from HEINEKEN that launches “For a Fresher World,” a new creative expression that aims to refresh the world by showing life tastes better with an open mind. With this new approach, campaigns will strive to challenge the obvious, reconsider stereotypes and oppose tired cliches. With this first effort, HEINEKEN is inspiring people around the world to stop overworking and open their minds to what can happen after the work stops.

Heineken Overwork is real



Sr. Director Global Heineken® Brand: Bram Westenbrink

Heineken® Global Communication Director: Daniela Iebba

Heineken® Global Digital Director: Rob van Griensven

Heineken® USA Marketing Communications lead: Joshua Egan

Heineken® USA Brand Manager: Joe Conti

Heineken® Brand Global PR Lead: Jonathan O’Lone

Heineken® Global Digital Production Manager: Bram Reukers



CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global CCO Publicis Groupe Italy: Bruno Bertelli

CEO Publicis Italy, Global CCO Publicis Italy & Le Pub Amsterdam: Cristiana Boccassini

Global CCO Publicis Italy & Le Pub Amsterdam: Mihnea Gheorghiu

Global Executive Creative Director Publicis Italy: Andrey Tyukavkin

Global Executive Creative Director Le Pub Amsterdam: Milos Obradovic

Global Creative Director Publicis Italy: Eoin Sherry

Creative Director Publicis Italy: Luca Boncompagni

Senior Copywriter Le Pub Amsterdam: Christopher Penman

General Manager Le Pub Amsterdam: Eleni Charakleia

Global Client Service Director Publicis Italy & Le Pub Amsterdam: Paola Natellis

Group Account Director Publicis Italy: Ilaria Castiglioni

Account Director Publicis Italy: Benedetta Neri

Project Manager Le Pub Amsterdam: Carolina Van Maasdijk

Chief Strategy and Innovation Officer Le Pub Amsterdam: Charles Laporte Aust

Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam: Bela Ziemann

Strategy Director at Publicis Italy: Monica Radulescu

Global data strategist Le Pub Amsterdam: Ilko Petkov

Chief Creation Officer Publicis Italy: Francesca Zazzera

Head of Video Production Publicis Italy: Anna Sica

TV Producer Publicis Italy: Barbara Brown


Production Company: DIVISION

Director: Francois Rousselet

DoP: Paul Guilhaume

Executive Producer: Jules de Chateleux

Producer: Aurelie Bruneau


Post-Production Company: The Mill Paris

Producer: Claire Garraud

Post Producer and VFX Supervisor: Stephane Pivron

Editor: Adriana Legay

Editor Prodigious (cut down 30+15): Enrico Munarini


Original music: Justin Hurwitz

two time academy award winner



Global Account Director Le Pub Amsterdam: Derek Muller

Head of Delivery Le Pub Amsterdam: Siebren Benedictus

Head of Digital Production Publicis Italy: Vittorio Cafiero

Creative Director Publicis Italy: Diego Tardani

Senior Art Director Le Pub Amsterdam: Santi Urso

Associate Creative & Design Director Publicis Italy: Valentino Borghesi

Art Director Publicis Italy: Joao Araujo

Copywriter Publicis Italy: Ruben De Barros

TV Producer Publicis Italy: Sabrina Sanfratello

Social Media Director Le Pub Amsterdam: Ali Hares

DIGITAL ASSETS – Boomerang. Part of Publicis Groupe

Chief Creative Oficer: Eldin Fetahovic

Chief Production Officer: Fikret Fetahovic

Chief Commercial Officer: Alexander Veltman Executive

Creative Director: Rico de Lange

Senior Creative: Bruno Lopes

Senior Creative: Santi Urso

Account Director: Charlotte Grotenhuis

Senior Project Lead: Manja Schuurhof

Senior Project Manager: Ilse Carpay

Digital Producer: Esteban Cuenca

Digital Producer: Bronson Wilson

Digital Producer: Vic Krens

Post Production Supervisor: Paulo Pennings

Post Production Lead: Yulia Vinchon

Lead Editor: Mike Duistermaat

Senior Editor: Anton Veselov

Colorist: Cyriel Roumen

Director: Frits Taberima

DOP: Olaf van Dam

Senior Producer: Laura Thrower

Focus Puller: Maxime van Erp

Gaer: Ernst Jan Thieme

Best Boys: Patrick Galvin + Tessa Holmes

Make Up Artist: Fieke Brokkelkamp

Stylists: Saskia de Vos / Christi Batelaan

Food Stylist: Hans Hogervorst

Dentsu RedStar (Media)

Global Client Director: Kate Hinz

Global Strategy Partner: Richard Wright

Strategic Digital Director: Ricardo Lopes

Global PR: Fast Horse; Edelman


Production company: Picrow

Director: Sergio Cilli

EP: Dal Wolf

EP: Anthony Ficalora

Producer: Susan DePalma

DP: Tom Banks

AD: Gabriel Blom

Production Designer: Edmund Levine

US Launch

Agencies: Canvas, Fast Horse, Rogers & Cowan



I would like it to be a real product!

Heart or Humor10.0
Reader Rating: ( 0 vote ) 0

Related TV Commercials

Post A Comment For The Creator: Liviu

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.