I'm afraid that the words 'social experiment' in connection with advertising now have me running for the hills - or at least the fridge for a nice cool beer. Although it's not even safe there any more.
The latest ad for Heineken is over 4 minutes long, and is called 'Worlds Apart.' It takes two strangers who - unknown to them - have opposing views on political, social or environmental issues. The pair are given a task - to build some furniture together - and find out what they have in common. The big reveal then comes up and the
It would be churlish to dislike this ad. It's well-done, and it does kind of hit on a truth - sit down and put the world to rights over a pint - that's as old as those hills I was about to run to. Maybe it even draws something from Heineken campaigns of yore: Only Heineken can do this? My favourite part is at 3'40"
I guess that I'm no longer in the target audience for Heineken. When I was, back in the 80s, Heineken ads were brilliant. They were like this:
I still remember them through over thirty years' beer fuddle today.
Maybe young people these days are more serious, more responsible. Maybe the brewers have their hands tied, their mouths gagged against making outrageous claims.
But how realistic, exactly, is 'Worlds Apart?'
Would such pairs of people ever really come together, outside of a 'social experiment?' Or would they continue to rant forth to their social media followers in their echo chamber?
Would any of these people even find a pub to go and sit in and put the world to rights in the UK?
Personally, I prefer this new ad from Carlsberg. Probably.