In these spots, our character, John Turturro is a mentor. He embodies confidence and success, inspiring you the viewer to succeed and is imparting the wisdom you need to do it. He is knowing and wise, with a combination of New York attitude and a slightly quirky demeanor that creates an inherent authority to his characterbut never comes across as demanding or preachy. He's direct and confident, but his unique personality gives his monologue credibility and his character an inherent trustworthiness.
Philosophie
"Give Yourself a Good Name": This is a line about character. A man who gives himself a good name is a man who is in charge of his life. Who sees his actions as part of a bigger picture. Who never lets the situation get in the way of his dignity. He's a leader, plain and simple. But greatness is not a pedestal. It's a verb. It's a choice. And this campaign, and Heineken, reminds us of that. We can always aspire to be a better version of ourselves. And for those who do, we have a beer. A Heineken. A great beer for our greatest selves.
Problem
Heineken needed to inspire and excite its core drinkers again, to make them feel that Heineken is a brand that shows they're always out to be better men, to keep progressing, to always improve in short, to be great.