Bestads Best TV of the Week: Heineken’s ‘Social Off Socials’ via LePub
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s Best TV ad is Penguins International’s ‘Protest March of the Penguins’ via Rethink.
The spot was selected by guest judge Till Diestel, Chief Creative Officer, Serviceplan Germany.
“Really love this new piece by Heineken. It truly captures the Zeitgeist, and it’s beautifully crafted,” says Diestel. “We use our little precious phones way too much, too often, in all situations – myself included. Need to work on that. Drinking beer with your mates, colleagues, family, or whoever is definitely better without any phones.”
The campaign inspires consumers to get social off socials as a way to combat feelings of digital overload. In a world where adults are feeling increasingly overwhelmed by their social media feeds, Heineken is seeking to remind people of the power of real-life socialising by – ironically – tapping into the world of celebrities and online creators.
The global beer brand has joined forces with American singer, songwriter and actor Joe Jonas and some of the world’s most followed creators – including Dude with Sign, Lil Cherry and Paul Olima – to dramatise how they would react to empty social media feeds if more people were out having a good time IRL.
The campaign, ideated by creative agency LePub and supported by global PR agency The Romans and creator-first social agency, Billion Dollar Boy aims to convey that stepping away from screens and taking breaks from virtual interactions is necessary for deeper and meaningful social experiences.
Check out the full review here.
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