Music Luminaries Lil Jon and Jermaine Dupri Escalate Friendly Rivalry In New Heineken Ad

WHITE PLAINS, N.Y. (Heineken USA/ www.EnjoyHeinekenResponsibly.com) - During the NBA Playoffs on Saturday, Heineken USA unveiled new advertising creative featuring music icons Lil Jon and Jermaine Dupri. Leveraging their musical accolades, their jet set lifestyle and their appeal among Heineken's core consumers, Heineken tapped Lil Jon and Dupri to underscore the Brand's continued association with music and its commitment to surprise and delight consumers with innovative marketing approaches.

Acclaimed motion picture director Allen Hughes directed the: 30-second spot, which features new music from Dupri, created and recorded exclusively for Heineken, features Lil Jon hopping off a jet to pay off a bet with buddy Jermaine Dupri after a music industry award event. Lil Jon delivers the coveted prize of Heineken to Dupri, and bets him "two twelves" that he'll sweep next year's awards. In the end, viewers are reminded, "It's All About the Beer." The spot aired again Tuesday during the Western Conference Finals between the Dallas Mavericks and the Phoenix Suns.

"We were delighted to showcase two industry heavy-weights like Jermaine Dupri and Lil Jon, and given their off-screen relationship and success, their friendly competition was at the heart of the storyline," said Andy Glaser, Heineken brand director, Heineken USA. "Although the commercial stars these two music icons who have won some of the most prestigious awards in the industry, the storyline is really just about two guys and the gentlemen's honor of paying up on a wager. That Heineken would be the reward of the bet underscores the premiumness and wit the Heineken brand is known for."

Heineken's association with Dupri and Lil Jon reinforces its continued commitment to bring consumers innovative music experiences. Heineken pioneered the groundbreaking live music festival "AmsterJam" last year, which brought together artists from different music genres to create never-before- heard collaborations, or "mash-ups." In addition, for the third year in a row Heineken partnered with NARAS to roll out the "Green Carpet" at the GRAMMY Awards, and the brand recently was a seven-time exclusive presenter of the Billboard Latin Music Conference and Awards.