Posts tagged ‘Worlds Apart’

April 30, 2017

#127) Drinking problems: Why “Worlds Apart” won’t get me to buy Heineken

There are two reasons why Heineken’s new “Worlds Apart” ad won’t make me by the beer.

The short reason: I don’t like Heineken. No matter how artfully an advertisement’s visual look is curated, how lovingly its message is crafted or how on fleek its hashtags are, if I don’t like the product, I’m not spending money on it.

The long reason: call me a hater, but Heineken takes the easy approach with “Worlds Apart.” You’ve heard the old adage “No one ever got fired for buying IBM.” Well, no one ever got criticized (at least by the media, the entertainment industry and other People Whose Opinions Matter) for touting diversity. No one ever got fired for joining the fist-shaking mob chasing down someone or something that has been publicly offensive: John Rocker, Larry Craig, Todd Akin and most recently Pepsi and their controversial ad.

Indeed, “Worlds Apart” has been hailed as the antidote to Pepsi’s reviled campaign that featured Kendall Jenner as a saint who instantly creates world peace by giving a police officer a Pepsi in the middle of a giant protest. By contrast, “Worlds Apart” is hitting all the right notes. An anti-trans man meets a trans soldier. A climate change denier meets an activist. A feminist meets a man who feels that feminism is all about man hating. Without knowing that they hold opposite views, these pairs of people get to know each other. After they build a bar together in a warehouse, they learn of each others’ contrasting opinions. They are then given the choice of walking out or discussing their differences at the bar over a Heineken. (Spoiler alert…)

Unity. Diversity. Beer. What’s not to like?

Perhaps if I felt marginalized the way some of the people in the commercial do, I might feel differently about the following bullet points, but my questions are:

  • Is it the job of a beer (or any other food or beverage product) to teach me about diversity or is its job just to taste good?
  • Has the “I never knew a _____ before; now that I’ve met one, I don’t hate them anymore” trope perhaps run its course?
  • Are there sometimes when it’s best to just politely walk away from a discussion you would prefer not to have?
  • Are people who hold “acceptable” views expected to change too?
  • Doesn’t Heineken’s response to the Pepsi backlash feel like a perfect sibling volunteering to teach a kombucha making workshop at the prison where the family black sheep is doing time for soliciting an undercover cop posing as a 14 year old boy online? At least a little bit?

Granted, part of advertising is to convince the target audience that using a certain product will make them feel a certain way – inclusive, tolerant, conscientious –  but, and I say this as someone who has quaffed an ale or two in his time, at the end of the day it’s just beer.

I do believe that “Worlds Apart” is coming from a good place. I think it was made by honest people who care about the issues – yes, they are trying to sell beer, but I also think they want to promote civilized debate and discussion – and want to create something positive in the wake of Pepsi. I’m just not quite ready to jump on the Heineken as Heroes bandwagon.

I would be remiss if I didn’t point out that Heineken does hold a special place in my heart that no other brand – not even any IPA – can claim, but it goes back to something that happened when Kendall Jenner was a twinkle in Bruce/Caitlyn’s eye. My wife visited Amsterdam when she was in her early 20s, took the Heineken brewery tour, did what people do on such a thing and then became the only person I’ve ever known to go to the Anne Frank house while intoxicated. If that doesn’t prove that we’re meant to be together, nothing does.

But I digress.

And I still don’t like beer.