One of the more notable spots for advertisers to grab your attention is right here on The Comic’s Comic. True story! In the real world, however, there’s also a spot in New York City’s NoHo that businesses like because the intersection of Great Jones and Lafayette offers up big expanses that turn into canvasses for commercial purposes.

Which is just what Heineken Light did the other night, taking over the giant billboard space and inviting TV on the Radio to perform a “secret” concert. True story!

Also a true story, I visited the Heineken brewery in Amsterdam back in 1999, and at the end of the brewery tour, they allow you to drink free Heinekens, but only for a limited time. Unlimited amount. Limited time. Guess how much I drank? True story!

Roll the clip.

Thanks to Heineken Light for sponsoring the work of The Comic’s Comic.