The most talked about ad after the botched Pepsi Kendall one has to be Heineken's World's Apart experiment.
What made the commercial work besides the fact that Heineken was willing to pay a decent agency to work on the marketing campaign instead of doing it in-house like Pepsi?
What made it a success?
Using real people instead of celebrities to talk about real and valid issues is what made the Heineken #OpenYourWorld campaign a big success.
In contrast with Pepsi's Kendall Jenner commercial where the revellers mainly comprised of affluent, upper-class white people with carefully selected pockets of various racial groups, Pepsi's commercial certainly looks more orchestrated than Heineken's.
The video advertisement released two weeks back has garnered close to 9 million views on Heineken's YouTube channel alone.
2) Current with the times
It's not just the timeliness of the ad after Pepsi's advertisement uproar but the ability to recognise that the younger generation are more open to talking about certain issues and confronting them, rather than hiding away from controversial topics like their parents would.
The Heineken ad chose to talk about bigotry, gender issues like transphobia and climate change.
3) Emotional appeal
Watching a commercial featuring real people instead of cute animals or famous faces for over four minutes is difficult.
In Heineken's case, real people telling stories about themselves, revealing something which may make them feel or look vulnerable in order to establish their opinion or position, creates a powerful impact and an intimate feeling among viewers that would strike an emotional cord in them.
Skeptics didn't like the way how differences could be settled so easily over a conversation and a beer.
The Guardian called it "vague progressivism" while others like The Huffington Post called it fake and that the issues the beer company picked such as climate change and transphobia were not as important as racism.
Differences aside, conversation is unfortunately the start to creating change, regardless of whether it happens or not as not every situation or person is the same or can be represented in a film under 5 minutes.
Ultimately, we are not sure if the ad will suddenly make people go out and buy more beer but it will definitely have a profoundly positive impact on the brand image which might encourage beer drinkers to switch or remain loyal to the brand.
If you don't have a million-dollar budget to bust but you want to create a successful marketing campaign on social media channels, fret not - contact us.