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Heineken is putting £1m behind the UK launch of its 330ml keg-shaped ID can, with a TV campaign breaking on March 26, followed by press executions.The TV ad features a £200,000 Saleen S7 luxury sports car being crushed to a tiny box of metal before re-emerging as a keg-shaped can of Heineken. The background music is the Three Degrees' classic 'When will I see you again?' and the strapline is 'A better beer deserves a better can'. The ad was developed in-house by Heineken Corporate in the US and adapted for the UK by Clemmow Hornby Inge. CHI created the accompanying print executions, which use special inks and an embossing technique to create an image of the ID can. Media was handled by MindShare.