“Can two strangers with opposing views prove that there’s more that unites than divides us?”
That’s the question Heineken is asking in its new “ad experiment,” “World’s Apart,” which brings two people who disagree on an issue together to talk it out over a beer. It sounds cheesy, but it ends up being pretty powerful because it shows how it’s possible to change someone’s mind with a simple conversation, and that it’s possible for an ad to engage with politics in a way that isn’t tone-deaf.
It’s the complete opposite of Pepsi’s recent spot, which featured Kendall Jenner and co-opted imagery from movements like Black Lives Matter to sell sodas. Here, however, Heineken is highlighting how important it is for people on opposing sides converse (ideally, while drinking Heineken).
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The commercial begins with each couple meeting for the first time and getting to know each other without being aware that they have opposing viewpoints. After a few minutes, they’re shown videos that reveal their dissenting opinions on feminism, climate change, and transgender rights. Now, they have to decide: leave or engage with each other over a beer.
Obviously, all three pairs choose the latter and sort through their differences. Sadly, we don’t see much of the ensuing conversations because, lest we forget, this an ad, the primary goal of which is to sell us beer.
Watch the powerful ad above.