The ad will play on Travolta's role as the gangster Chili Palmer, who appeared in the 1995 film 'Get Shorty' and is revived for this year's sequel 'Be Cool'. Travolta will appear in 30- and 45-second ads, to appear on television and in cinemas.
The campaign will be created by Wieden & Kennedy Amsterdam, which was also behind the spot with Pitt that aired during this year's Super Bowl. The UK spot starring Liotta was created by Clemmow Hornby Inge.
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 will give people the chance to win a VIP experience in Los Angeles. Heineken products will also feature in scenes from the movie.
The promotional campaign also comprises point of sale displays, on- and off-trade promotions, radio promotions, ticket giveaways to local screenings and tie-ins with local MGM/Fox field publicity and promotional events.
The campaign will be activated in approximately 20 countries worldwide. The campaign and ad will also run on , starting on March 7.
The product placement deal was negotiated by entertainment marketing agency Norm Marshall & Associates, and the below-the-line campaign is by US-based Ryan Partnership.
Jeff Povlo, Heineken international sponsorship manager, said: "With this film Heineken continues its long-standing association with high-impact blockbusters, which have a natural fit with the brand and which give us great opportunities to deliver unique experiences to our consumers."
Other films Heineken has appeared in include 'The Matrix: Reloaded', 'The Bourne Identity', James Bond outing 'Die Another Day' and the comedy 'Zoolander'.
'Be Cool' will see Travolta, as Palmer, abandoning the career he established in the film industry in 'Get Shorty', to join the music industry. It co-stars Uma Thurman, who plays a Russian widow trying to save her record label. Thurman and Travolta reprise their famous dancing scene from 'Pulp Fiction' in the film.
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