Heineken Silver is on a mission to end bitterness, starting with one of the biggest love-hate relationships in Marvel Studios’ Deadpool & Wolverine. The new world-class light beer announced its collaboration with the upcoming Marvel Studios film, set to hit U.S. theaters on July 26.
The campaign features an exciting creative spot starring the film’s stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine). In the commercial, Deadpool proposes a truce to Wolverine, suggesting they share a Heineken Silver instead of engaging in conflict. This initiative will be amplified through a television spot, in-store promotion, and digital and social media support.
“One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp & refreshing taste of Heineken Silver,” said Ryan Reynolds and Hugh Jackman in a first-ever joint statement.
In the spot, frenemies Deadpool and Wolverine, encounter one another in a hostile confrontation. Deadpool then proposes a better idea — letting bygones be bygones and sharing a Heineken Silver instead. Naturally, the cans are conveniently made from Wolverine’s claws. Watch below:
REELated:
“We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe, this time through a unique collaboration that will leave MCU fans without any bitter ending. This team-up will give viewers a special opportunity to see Deadpool (Ryan Reynolds) and Wolverine (Hugh Jackman) set aside their differences over a beer, which is what Heineken Silver is all about – rising above bitterness to come together over a world-class beer,” said Jonnie Cahill, Chief Marketing Officer at Heineken USA.
“We’re excited to be bringing Heineken into the MCU fold again. Heineken Silver is all about ditching bitterness, so seeing how Deadpool and Wolverine could potentially do the same in a spot made for an exciting storytelling opportunity. Plus, Heineken is giving fans more of what they want with this campaign – Deadpool & Wolverine! added Holly Frank, VP of Partnership Management & Operations for Marvel Studios Titles.
Created by Reynolds’ Maximum Effort and LePub, the campaign will include a television spot, in-store promotions, and digital and social media support.
This collaboration marks a continuation of Heineken Silver’s “All The Taste, No Bitter Endings” campaign, expanding on Heineken’s history of film integrations. Since 2021, Heineken has been strengthening its relationship with Marvel Studios, including integrations within Marvel Studios’ The Falcon & The Winter Soldier, as well as a Super Bowl campaign with Marvel Studios’ Ant-Man & The Wasp: Quantumania.
The film’s supporting cast includes Karan Soni as Dopinder, Leslie Uggams (Fallout) as Blind Al, Morena Baccarin as Vanessa Carlysle, Rob Delaney as Peter W., Brianna Hildebrand as Eloise Phimister/Negasonic Teenage Warhead, Shioli Kutsuna as Yukio, Emma Corrin, Matthew Macfadyen, and Jennifer Garner rumored to appear as Elektra.
Fans can expect plenty of action, humor, and surprises, including cameos from former X-Men cast members and MCU veterans. Deadpool & Wolverine is set to hit theaters on July 26, promising a “team-up throwdown” that fans won’t want to miss.
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The Geek is a working screenwriter, director and screenwriting instructor.
