It’s Heineken’s first consumer campaign for Sevillian lager brand, Cruzcampo, and Lucky Generals has made sure it gets noticed. The lead commercial, directed by MJX director, Gary Freedman, features a man rolling casually along a Spanish street on a barrel.

Why? Because he chooses the Sevillian life. He Chooses to Cruz. The campaign aims to highlight the brand’s Spanish heritage while also tapping into summer’s relaxed drinking vibe.

The full UK campaign will cover TV, VOD, OOH, radio, digital audio and social media plus influencer activity from the end of April to July. The campaign also includes merchandise for pub owners, that includes Sevillian-themed garden kits for certain outlets with orange trees, cushions, blankets and ceramic tile coasters.  

Heineken launched the lager last year to catch a surge in interest in Spanish lagers in the UK.

Credits:

Agency: Lucky Generals

Production Company: MJZ
Director: Gary Freedman
Producer: Ray Leakey 
DOP: Lasse Frank
Production Designer : Marcus Rowland

Service Company: Virtual Films, Spain

Edit House: Assembly Rooms
Editor: Adam Spivey
Post House: Black Kite
Sound: The Hogan