This is the positive ad campaign we’ve been waiting for.
Heineken launched a new four-minute commercial today that will hopefully erase the SMH-inducing memory of the Kendall Jenner Pepsi ad, replacing its vacant positivity with a pared-down and earnest message of inclusivity, progress, and human connection.
The commercial, created by Agency Publicis London, features real British people with opposing political views that each feels certain are correct. They are each paired up with someone with opposing views, though they don’t know it, as the two are led through a series of projects for which they must work together and begin to get to know one another on a deeper level.
Finally, after they’ve constructed a bar and a couple of stools and found a hidden supply of Heineken in the room, they are told to watch a short video that reveals that the partner they’ve gotten to know over the past few minutes actually holds diametrically opposed views to the ones they hold on issues including climate change, feminism, and trans rights.
The individuals shoot each other side glances as they watch the films, or else hang their heads in disappointment at the new revelations. They are then given the option to either stay and discuss their differences over beers or walk away.
You might be able to guess what happens next, but watching the interactions between two loud young guys disagreeing over climate change or two quiet individuals talking about how maybe they need to change their views after all is, quite honestly, remarkable.
So let’s leave the Pepsi ad in the past, where it belongs. And let’s raise a glass to this Heineken ad for showing how discussing real disagreements calmly, with a human face attached to the other’s sides views, can bring about progress, kindness, and hope. We’ll drink to that.