Like any superbrand, Heineken is deeply involved with film as
a medium that reaches its adult target groups. As proven by the
recent interaction with the film Be Cool, the brewer realizes it's
not about who you know, it's about who knows you.
The morning preparation is frantic yet flows with an oiled precision. "Let's
move it people, principals are coming in twenty minutes," shouts a man in
shorts and expensive trainers, looking at his watch and making quick notes
to himself. Without a word being spoken, the production assistant senses
the tension of director Paul Hunter: he may be a veteran of music videos
for the likes of Jennifer Lopez and Justin Timberlake, but he knows this is a
big day and nothing, absolutely nothing, can go wrong. As Hunter sips
coffee looking at the downtown Los Angeles morning, the personal
assistent buzzes about, checking the sound, asking the wardrobe if
everything is ready, demanding that security man the barriers, to let none
of the public intrude onto the set. His stress is palatable.
Then again, it's not every day that an A list star like John Travolta comes
and makes a commercial for you. Travolta, in front of the camera for
almost three decades, is a consummate professional who demands much
from his people and returns the favour in loyalty. Many of the workers on
the set - the director, make-up, etc - have been hand chosen by Travolta to
be here. The star of Saturday Night Fever and Pulp Fiction knows what - and
who - he wants. His arrival earlier than expected catches some of guard.
"Morning, how are you today?" he asks serenely to the personal assistent
who's in the middle of instructing the key grip. "Mr Travolta good
morning to you!" he replies. The rest of the crew snaps to attention and the
start of filming for the latest Heineken commercial is about to begin, this
time casting Travolta in the character of Chili, a Hollywood record producer
from the film Be Cool, sequel to Get Shorty. For the next eight hours,
Travolta as Chili walks down the street, fielding requests from various
street characters to produce their record. He smiles and when they follow
him into a bar, he orders 'the usual', a Heineken, and tells the bartender to
give them all a beerHeineken beer.
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