The Heineken experiment – why it’s the best ad I’ve seen in a long time


Most will have seen by now Heineken’s latest video recurring on social media feeds over the last few days – Worlds Apart.

It asks the question ‘is there more that unites us than divides us?’ by pairing a feminist with a member of the ‘new right’, a climate change denier with an environmental activist and a transgender woman with a traditionalist.  The experiment finds out if they would share a beer together after they learn of their differences.

They are then given a choice: to go or “stay and discuss your differences over a beer”. All six choose to stay, one pair are even shown to swap numbers. It goes to show there’s no gap that can’t be bridged over a beer.

The reason this video works so well in my opinion is the humanity of the piece. The people are likeable and real. There is nothing over-the-top about it which makes its execution different. Other brands try all the time to take on tough social issues and it always comes off as contrived and preachy.

The people in the Worlds Apart clip are relatable; the role played by Heineken – as a friendly facilitator of difficult conversations – is relevant and unforced.

The lesson here is that brands and companies need to have a deeper meaning to connect and talk with their customers – it’s what we want and expect today.  This ad helps us become attached to Heineken because it’s highly pertinent to all our lives.[/vc_column_text][/vc_column][/vc_row]


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