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Company: Heineken International
    View Company Scorecard / Contact Company
Brand: Heineken
Ad Title: Worlds Apart
Business Category: Alcoholic Beverages
Media Outlets: Online Video
Country: United Kingdom
Region: Europe, Global
Agency: Publicis Groupe
Year: 2017
Target: Gays & Mainstream
Ad Spotter: Gligor Tashkovich
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Theme(s)

Real GLBT Person

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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A group of people representing opposite points of view are sent together into a warehouse with some instructions and a piece of furniture to build. They include a feminist, a trans woman, and a climate activist, paired with people who don't believe in these matters.

Each pair starts to work together to build the item without knowing they disagree, creating a bond before they are told to stop and watch a video interview of the other person as they express their views. The camera catches their faces as they react to learning the other represents their opposite.

They're then given a choice: They can leave, or try to discuss their differences over a Heineken. Everyone gulps and thinks for a moment. The anti-transgender guy starts walks off, but then comes back. “I’m only joking,” he says and they laugh together. In fact, he offers to trade numbers with her to keep in touch. He adds that he'll have to tell his girlfriend that's he's texting another girl.

All the pairs stay, and share a human moment of understanding.

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