Heineken urges consumers to use their continental head

Heineken has launched a new TV and cinema advertising campaign urging Brits to "use your continental head"​.

The new ad is the second installment of the campaign and is entitled "Helicopter"​.

The 50-second ad and 30-second cut down version will be appearing on TV screens from 14 May and run through to the end of June.

The cinema ads will run from June

The "Helicopter"​ ad shows a moustachioed European man hugging business associates enthusiastically.

As he approaches the British delegate, the man recoils and grabs a Heineken.

He thinks of a summer when he was winched to safety by a helicopter pilot after drifting out to sea on a lilo.

He imagines his rescuer was the moustachioed European and embraces him.

The voice-over says: "Heineken. Get the head right and the rest will follow."​

Chris Duffy, Heineken UK's customer marketing controller, said: "During 2008 we expect to treble the number of outlets which offer Heineken on Continental Draught serve and in the off-trade we have now rolled out Heineken DraughtKeg nationally to all take home customers, so we are confident that the movement will really pick-up momentum this year.​

"Taste is a key driver of brand choice. However as much as 40% of what we call 'taste' is actually hop aroma, a very volatile flavour which evaporates quickly when in contact with air.

"On the continent, the Continental Draught serve with its large foam head is considered the only way to enjoy draught beer.

"This is because the head acts as a seal, protecting the beer from the air and trapping in the real lager aroma and carbon dioxide bubbles.

"Therefore a large head prevents the flavour and freshness from escaping and delivers a quality drinking experience right down to the last sip."