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January 21, 2009

New Heineken commercial with John Turturro is out of this world

Posted on Wed Jan 21 2009

That's one funky club in this latest Heinken ad from Wieden + Kennedy, starring John Turturro. While the actor dispenses tongue-twisting wisdom ("He who wanders with purpose has no purpose to wander"), the viewer gets glimpses of the club's multiple levels and spherical suspended objects that look like small planets. Why, it almost looks otherwordly. … Maybe that's because it's not a club at all, but the Rose Center for Earth and Space, a wing of the Museum of Natural History in New York. The room, an extensive reworking of the Hadyn Planetarium that reopened in 2000, is easy enough to spot, as it features a seven-story glass cube and Epcot-like Hadyn Sphere. And those objects are planets—well, models of them. But if you're thinking this place would still make for a cool club, you're not alone. "Yes, the Rose Center can be used for parties and such," Steve Reichl, a rep for the museum, tells BrandFreak. But as Turturro himself notes, "No destination is the destination of the undestinated."

—Posted by Todd Wasserman

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