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Marvel's Ant Man Shrinks Responsibly in Heineken's First Non Alcoholic Super Bowl Ad

13/02/2023

Heineken

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Amsterdam, Netherlands

360

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13/02/2023

Paul Rudd reprises his role as the Marvel super hero for the campaign

Heineken 0.0 teams up with Marvel and Publicis Italy to air its first non-alcoholic beer ad during this year's Super Bowl.

Over one hundred million people watched the first-ever non-alcoholic beer commercial air during the game, which was directed by Anthony Leonardi III.

Featuring Paul Rudd as Ant-Man enjoying Heineken 0.0., the advertisement is part of a first-of-its-kind collaboration between Heineken 0.0 and Marvel Studios that celebrates the rising popularity of low- and no-alcohol options and brings the growing sober curious movement to a larger audience than ever before.

To mark the occasion in miniature, @heineken_us and @minipassionproject joined forces to create something small. People can enter for a chance to win a tiny piece of the big night by following and commenting at @Heineken_US using #ShrinkResponsibly.

“Hank and Scott have this incredible bond, almost like a married couple. They know each other so well, for better or worse; the campaign embraces that concept and brings a very relatable scenario – leaving notes for members of your household – into the Marvel universe,” explained director Leonardi III. “Paul was an incredible resource for keeping the banter fresh. He is completely entrenched in the character of Scott/Ant-Man, so his input and improv were essential to authentically capturing this dynamic. I had an extremely detailed plan for the shoot, but I also wanted to remain malleable so that he could experiment on-the-fly.”

Once the creative was locked in and a production location secured, Leonardi and his team focused on building the set. While not a direct replica, it was designed to aesthetically align with Hank’s lab, and incorporated character Easter eggs, like Ant-Man’s original helmet placed on a back shelf. Aside from a tight schedule, one of Leonardi’s notable challenges on the production was to showcase the distinct green Heineken bottle, while still concealing the blue 0.0 label. Hinting at the reveal, the set dressing incorporated pops of the blue, including the glow from the ant farm. With only one day to shoot, Leonardi established clear parameters to capture live action footage that could be seamlessly augmented with CG elements as planned.

“Working with VFX is like second nature for me, so everything is figured out in advance. This preparation also buys time for actors to improv. I knew what I needed to shoot and how to ensure our animators were set up for success, then I could focus on working with the team to fine-tune the animation steps and putting it together with Paul’s performance,” Leonardi concluded. “I’m super excited about how the spots turned out and to have so many eyes on the work. The crew was fantastic, and Paul was amazing – that’s the dream.”

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