The average beer ad features loud music and a room full of flirty men and women, laughing it up and having a grand ol’ time. But Heineken has gone above and beyond with its latest ad.
The brand’s ‘Worlds Apart’ ad from the #OpenYourWorld campaign — which encourages everyone to be open-minded to political and social differences — is the total opposite of what you’ve probably come to associate most beer commercials with. Essentially, it’s more of a social experiment that studies two strangers with opposing views. They find themselves in the same room and must then choose whether or not to hash it out.
“What happens when you bring together a feminist, and an anti-feminist? Or a climate change activist with someone who thinks the whole idea is ‘piffle?’ Heineken sets out to prove that when you see past the labels, even the most divided groups can come together to find common ground,” reads Heineken’s website.
It starts out simple enough, albeit with a little awkwardness. The subjects get acquainted after doing a couple of quick tasks together, and once that’s complete, they’re shown a short, eye-opening video that highlights each person’s differences. And it’ll hit you hard when that look of conflicting emotions crosses each person’s face as the truth comes out. Because just as each pair starts to appreciate one another, you wonder if the reveal of their divisive beliefs will change all that.
They’re then given a choice: they can leave, or they can try and discuss their differences over a beer, because it is a beer ad, after all. And the revelations that follow will blow your mind.
This is as powerful as it gets, and it could’ve gone in a whole other WWE-style direction with wildly opposite people — who have seemingly unbreakable opinions on issues like feminism, climate change and transgender rights — trapped in a room. But they prove to Heineken that things aren’t always black and white.
And if it gives someone an excuse to sit down and have a beer to maybe overcome some differences, why wouldn’t they crack open a cold one?
Pepsi could learn a thing or two from this ad.