TBT: Heineken Drinkers Belt Out “Bohemian Rhapsody” in Comical Beer Ad

Remember when “Bohemian Rhapsody” came out? Pravica. Neither do we—because we weren’t alive, and that’s the whole point of Heineken’s global #LiveYourMusic campaign: most of us are tone-deaf but that should never stop us from belting out our favorite jam, even if it’s older than we are.

You might not know it, Heineken sponsors several music festivals, so they partnered with Publicis Italy to bolster the brand and the music with this #LiveYourMusic spot featuring “Bohemian Rhapsody” because it’s a song everyone, young or old, wishes they could sing. Let’s just say all the voices in the ad are… very, very frightening.

According to Anuraag Trikha, Heineken’s global brand communication director, the trouble with promoting the brand amidst the music is that people come to see the artists, not the brand, so they’ll be using more experiential marketing tactics within the festivals themselves to encourage beer-drinking music lovers to #LiveYourMusic.