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Heineken Makes Connecting Online Sweeter in SMUGGLER Spot

Publicis Milan shot the spot with SMUGGLER and director Chris Smith

Heineken Makes Connecting Online Sweeter in SMUGGLER Spot

Stay at home orders can’t keep friends and family from enjoying beers together in Chris Smith’s latest spot for Heineken via Publicis Milan.  

Publicis Milan approached SMUGGLER London and director Chris Smith about shooting a global spot for Heineken during lockdown on a tight timeline.

Chris Smith alongside EP Sara Wallace devised an approach for Chris to direct everything remotely with trusted DP’s from across the globe, shooting safely in their own homes. 

“We quickly compiled an extensive list of DOP’s, along with location images of what their homes looked like, and casting links to people they lived with who were happy to be part of the campaign. We intentionally worked with cinematographers from different time zones, LA, London, Australia, Brazil, in order to schedule our days so all scenes were shot at dusk. The entire production took approximately 10 days from prep to final films.” Noted EP Sara Wallace.

The approach allowed for a premium look, diversity in locations and casting, to create a spot that feels of the times, but not stuck in the moment.

While Chris directed the spot remotely, he injected his trademark sense of humour, knack for storytelling and cinematic aesthetic. The story is full of nuanced relatable moments and rings true to the universal experience of life during quarantine.  

Featured Companies: Publicis Italy

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Production Company: SMUGGLER

Director: Chris Smith

DOP: Jack Harrison, Emily Jane Robinson, Rina Yang, Adric Watson, Duncan Smith, Olan Collardy, Tim Tregoning

Executive Producers: Sara Wallace, Patrick Milling-Smith, Brian Carmody

Producer: Kate Noble

Editor: Stuart Greenwald

Digital contents editor: Alessandro Belotti

Post Production Company: Prodigious

Music: Sizzer


Sr. Director Global Heineken Brand: Bram Westenbrink

Global Integrated Communication and CMI Manager: Daniela Iebba

Communication Manager Heineken Brand: Brogan Simpson


Global Chief Creative Officer Publicis WW: Bruno Bertelli

Chief Creative Officer Publicis Italy: Cristiana Boccassini

Global Executive Creative Director: Luissandro Del Gobbo

Global Executive Creative Director: Mihnea Gheorghiu

Creative Director: Eoin Sherry

Associate Creative Director: Arthur Amorim

Associate Creative Director: Dan Arango

Global Strategy Director: James Moore

Head TV Production: Francesca Zazzera

Producer: Beatrice Pepe

Worldwide Account Director: David Pagnoni

Account Director: Codruta Arbore

Account Intern: Tinatin Prangishvilli

Category: Alcoholic Beverages , Beers

Genre: Comedy , Dialogue , People