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New Heineken Ad Features A Trans Woman & Transphobic Man

April 26, 2017

 

 

Heineken’s new ad challenges trans-phobia and wants us to bond over a beer.
 
In 2014, Heineken was criticised for its sexist ad suggesting that women were too busy buying shoes to watch the European Cup final. This year, they’re receiving praise for their self-proclaimed social experiment, the #OpenYourWorld campaign.

 

In 2014, Heineken was criticised for its sexist ad suggesting that women were too busy buying shoes to watch the European Cup final. This year, they’re receiving praise for their self-proclaimed social experiment, the #OpenYourWorld campaign.
 
The premise of the UK campaign is that we should sit down and talk out our differences over a Heineken beer. The ad brings together six strangers who are on opposite sides of the political divide about feminism, climate change and transgender rights.
 
Each person has expressed their political views to camera before being paired off to undertake several tasks. Neither person knows the other's beliefs and are given the chance to chat while undertaking the activities.
 
The pairs then watch the video showing their different political views and are given the choice to stay and have a drink together or leave. Each participant chose to stay.
 
Heineken says that the “new campaign and partnership which aims to explore if the benefit of finding common ground with one another, can ultimately lead people to be more open.”
 
The ad is based on scientific research which shows that conversation can challenge prejudices, and the Heineken campaign will run in partnership with The Human Library, a non profit organisation that uses dialogue to break down stereotypes and find common ground.
 
Heineken says that partnering with The Human Library “is a way for us to inspire more people to focus on the things that unite us rather than divide us.”
 

 

 

 

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