In an interview to promote his new movie 'Be Cool', Travolta, eschewing Hollywood excess, revealed he gave up alcohol after getting drunk just once, claiming: "After that, I realised alcohol was not for me."
Travolta, who is returning to the screen as Chilli Palmer in the sequel to 'Get Shorty' playing opposite Uma Thurman, also starred in a Heineken ad for the promotion of the 2001 cyber film 'Swordfish'.
The new campaign is part of a global deal between the beer brand and Metro-Goldwyn-Mayer Pictures and Twentieth Century Fox, and sees Travolta appearing in 30- and 45-second television and cinema ads, created by Wieden & Kennedy Amsterdam.
It is part of a wider deal that Heineken has done tying in with the film, offering movie goers the chance to "Live the Life of Cool", which offers the chance to win a VIP experience in Los Angeles.
The promotional campaign includes comprises point-of-sale displays, on- and off-trade promotions, radio ads, ticket giveaways to local screenings and tie-ins with local MGM/Fox field publicity and promotional events.
'Be Cool' sees the Palmer character abandon the fickle movie business to bring his signature brand of wise-guy skills and negotiation tactics to the music industry. In the film, he tries to help a sexy widow, played by Thurman, save her record label while protecting himself from rap moguls, music promoters and the Russian mob.
Product placement opportunities were negotiated by entertainment marketing agency Norm Marshall & Associates with the below-the-line campaign by US-based Ryan Partnership.
The campaign has gone live in around 20 countries worldwide and is also running on the website.
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