Ewen Cameron
PER
Ewen Cameron Cameron
The initial ads carry headlines like "Someone smooth is waiting at the bar," "Meet someone smooth tonight" and "Succumb to smooth." Ewen Cameron, chief executive and executive creative director at Berlin Cameron United in New York, part of the United division of the WPP Group, which was awarded the Heineken Premium Light account in December, said that the goal is to entice the light beer drinker with the notion of something a little better, a little more exciting. Mr. Cameron added that it's a relationship metaphor and that they have talked to light beer drinkers in their late 20's who said there's nothing wrong with light beer, but there's a kind of settling for it.