Painting “moderated drinking” cool and aspirational has always been one of the great difficulties in beer and spirits communications. Now Heineken’s “The Hero” is the first film to ever entertainingly cast light on the female POV on excessive drinking behaviour among young men. Research proved that most men overdrink for the sake of meeting girls; paradoxically, girls dislike nothing more in a man than him being tanked. Based on the insight that “in a room full of drunks, girls would always choose the moderate drinker”, we created a film heroizing those that know their limits, as they get to hang out with the girls in the end.

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