I love It!
I love when clients understand that the heart is what matters in advertising. People do not connect over reason, they connect over feeling. Sure, stating a compelling argument (price, quality, service) has proven to be an effective tactic in mass communication, but in our era of consumer control, businesses need to focus on relating, not educating.
I first saw this ad a week ago, and I wanted to stand up and cheer. Rather than using overwhelming statistics or shameful intimations, Heineken allowed Wieden + Kennedy, Portland to go for a real connection to deliver the message that it is better to let someone else drive if you’ve had too much to drink. People know that it is wrong to drink and drive, but reminders are still necessary. This reminder connects on a personal emotional level, and as a result it will save a few lives from tragic destruction. I love it.
(alternate via YouTube)
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One Comment
dude i am a huge fan of this spot. i’ve seen it a few times and everytime they start singing i’m like yeah, get down, party in the car, oh snap they’re in a cab! just a great idea all around. reminds me of this spot and the others of its kind: http://www.youtube.com/watch?v=6UtavgBymeE