Video: New Heineken ad suggests you drink more…water
The brewer said the new ad, due to be launched in the UK tonight (Monday 6 January), is a “powerful ad, which focuses on the core elements of what makes a night unforgettable,” with the strapline: Enjoy the sunrise – dance more and drink slow.
It has already been released in other markets and forms part of a new global responsible drinking campaign for the beer, called “Dance More, Drink Slow,” hashtag #DMDS
It focuses on “making moderation aspirational” by highlighting the importance of staying in control when enjoying a night out, the company said.
“Through the Dance More, Drink Slow campaign (we want) to tackle the important issues around the responsible consumption of alcohol,” explained premium brands director, David Lette.
“This is, of course, a commercial for Heineken but what we are also saying is that whilst there is a right time to enjoy a cold beer; good times come from life around you and being there for the special moments. Being mindful about what and when you drink can only be a good thing.”
In the advert the central character waives away the offer of another bottle of Heineken in favour of water so that he can focus his energies on the dance floor to the tunes of DJ Audrey Napoleon, whose 2011 track My Sunrise provides the background music for the ad.
At the end of the evening, the man is still full or energy and walks home to a beautiful sunrise over London.
New Year revellers in London and Edinburgh last week were encouraged to drink responsibly by a grumpy gorilla, in a new campaign from spirits giant Diageo.
