Women Hold Out for a Moderate Drinker in Heineken Spot from Publicis

Singing Ladies and Millennial Research Drive New Global Responsible Drinking Ad

By Alexandra Jardine. Published on Jan 11, 2016

Editor's Pick

Heineken sends out a strong message about responsible drinking in a new ad that shows women looking for a "hero" who's not out to get completely hammered on a night out.

Directed by MJZ's Nicolai Fuglsig and shot in L.A. bars and subways, the ad, by Publicis Italy, shows a series of gorgeous and confident-looking women singing along to Bonnie Tyler's "Holding Out for a Hero" as they reject a bunch of men slumped in subway seats, at bars and clubs. Finally, we see a man who turns down a second bottle of Heineken from a female bartender -- and she looks impressed.

Heineken said in a statement that the campaign is inspired by new global research it commissioned into the drinking attitudes of millennials. This revealed that self-awareness and staying in control are the motivating factors for moderating alcohol consumption during a night out, with 75% of millennials saying they now limit the amount of alcohol they drink on the majority of their nights out. More than one in three (36%) also admit they have suffered from "social shaming" caused by appearing to be drunk in a photo on social media.

Heineken, which moved its global account to Publicis Worldwide after splitting with Wieden & Kennedy last summer, also said that the ad put women at the heart of the responsible drinking message so that they were " empowered to encourage men to moderate their drinking on a night-out, in a light hearted way." The brand stated that it puts 10% of its media spend into responsible consumption campaigns.

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Jan 11, 2016
Publicis Italy
Nicloai Fuglsig
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