Title	THE LOOK
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	A02 . Drinks
Entrant	PUBLICIS ITALY Milan, ITALY
Idea Creation	PUBLICIS ITALY Milan, ITALY
Idea Creation 2	PUBLICIS New York, USA
Production	RESET Santa Monica, USA

Name	Company	Position
Bruno Bertelli	Publicis Italy	Creative Director
Andy Bird	Publicis New York	Chief Creative Officer
Joe Johnson	Publicis New York	ECD
Cristiana Boccassini	Publicis Italy	Creative Director
Luca Cinquepalmi	Publicis Italy	Creative Director
Jason Gorman	Publicis New York	Creative Director
Einav Jacubovich	Publicis New York	Associate Creative Director
Josh Horn	Publicis New York	Associate Creative Director
Cuanan Cronwright	Publicis New York	Associate Creative Director
Polina Zabrodskaya	Publicis Italy	Associate Creative Director
Francesca Vitello	Publicis Italy	Copywriter
Laura Aondio	Publicis Italy	Art Director
Paul Daligan	Publicis New York	Creative Services Director
Anthony Garetti	Publicis New York	Executive Producer
Monica Rossi	Publicis Italy	Agency Producer
David Pagnoni	Publicis Italy	Worldwide Account Director
Kathryn Harvey	Publicis New York	Group Account Director
Martin Werner	Reset Content	Director
Chris Franklin	Big Sky Edit	Editor
Marco Venturelli	Publicis Italy	Creative Director

Brief Explanation

In this commercial, we find Benicio del Toro at an upscale bar. Benicio tells us that it takes 15 years to become a Heineken brewmaster, which is almost as long as it took him to master his alluring “look.” Benicio proceeds to demonstrate his “look” on the bartender. He and the bartender lock eyes as she pours an ice-cold Heineken. Once the Heineken is poured, the bartender approaches Benicio to give him the beer. Benicio’s “look” seems to be working. Then, just when we think the bartender will stop and deliver the Heineken to Benicio, she passes and instead, gives it to a man seated behind Benicio. The beer was intended for this man all along. Benicio brushes off the failure of his “look”, telling us that he is still practicing. Some skills take time to master – Benicio’s “look” and the skill to become a Heineken brewmaster.