Heineken celebrates what brings us together in this well-timed advertisement. Instead of dancing around or romanticizing the polarization of the world around us, this brand has set up an experiment that leans into the nagging suspicion that we have within each of us what it would take to make the world a better place.
Take two people from different ends of the spectrum and bring them together over a beer. It’s schlocky in premise but Publis has stuck a timely chord and are following this up with a Facebook chatbot (if someone can find the link, please post it in the comments) to connect people from different perspectives to talk their differences out as part of Heineken’s #openyourworld campaign.
They say this commercial was in development for a long time so they either had a few alternates ready to go or were just extremely prescient. Either way, Budweiser’s Super Bowl ad airing this Sunday will be sure to tap into what is on everyone’s mind in a way that only a few national brands can do when everyone is looking to grab the spotlight.
By telling the origin story of Adophus Busch’s journey from Germany to America in the mid-1800’s to found his brewery in St. Louis, Budweiser enters the national conversation with its own take on the contribution immigrants have made to this country.
See if you can spot the cameo of the famous Clydesdales who normally are front and center in their national TV commercials.
SmartNews (where I work) is running a series of TV commercials in Japan featuring Japanese celebrity, Tamori. The tagline for the campaign is “禁断のニュースアプリ” which roughly translates as “The forbidden news application” as in it’s so addicting that you binge use it when you’ve got time alone.
Heineken has long-running relationship with the UEFA Champions League tournament in Europe. Each year they run a series of advertisements running up to the contest that feature the fans and get everyone excited about the game.
This year’s installment is brilliant. The Dilemma pits an Italian fan’s love of the game against his faithfulness to his mates who get together to watch every game together on the couch.
Last year’s The Match illustrates what a ship of football freak sailors will do to get a TV signal of their favorite game.
Heineken USA reached out to expats in NYC with it’s own campaign. Work or Watch the game?
Heineken Spain gets in on the game in 2014. Will you run out on your girlfriend?
2013 featured The Negotiation where the guys have to convince their wife or girlfriends to spend almost $2000 for a pair of stadium seats, “you don’t even have to worry about the dogs chewing on them.”
Contextual Dissonance – When clearly commercial content is offered during a time when I’m not in commercial mode, it just feels off.
John Battelle nails that feeling you get when you notice a brand trying a bit too hard to insert themselves into a conversation. To advertise at scale on the web brands resort to algorithms. But trying to algorithmically insert an ad unit into a newsfeed [rarely] [ever] [works].
Conversations require you to listen and respond. If you aren’t really listening, you’re just talking at someone. That is the value of a media property, they aggregate an audience around a topic and host the tone and theme of that conversation. Because they play the host, they are that much better able to match the advertiser to their audience.
This matchmaking is why advertising on a media property is so much more effective than on a social media site. For several years the conversation has moved away from media sites to social media sites and the advertisers followed. But I feel the pendulum is swinging back the other way as brands realize that they are more effective in getting their message across on media sites which share their audience and interests.
This is not to say advertising on social media sites is in danger. There will always be room for diversions of entertaining snippets sprinkled throughout. But substantive marketing pieces that inform engaged readers will only work on vertically-focused media sites.
Love this! Use technology to turn ordinary, functional objects into something that’s fun and interactive. Urban environments offer so many opportunities to shine a spotlight on individuals which can make someone’s day.
Also, the obligatory “making of” video below.
It’s all part of an advertising campaign for the Smart car, a brand that promotes “urban joy” and safety.