Thinkbox, our very admirable sister organisation in the UK, has announced that this spectacular ad from Heineken was the winner of its March/April award. It is the beer brand’s latest attempt to reinforce the drink’s premium nature and global positioning.

‘The Entrance’ ad, the first execution of the brand campaign, is based on the latest global Heineken brand essence, ‘Be a Man of the World’. Heineken employed creative agency Wieden & Kennedy of Amsterdam to help with positioning and come up with the creative execution.

Richard Storey, global chief strategy officer at M&C Saatchi and one of the judges, said: ‘It’s inspiring that amid the revolution in media, TV is producing 90-, 120- second and longer commercial epics. The YouTube influence is not a case of video killing the radio star, but helping him up his game.’