You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Heineken Taps Fred Armisen for 'Social Experiment' If a Pay Phone Rings in New York City, How Many People Will Answer? By E.J. Schultz, Published on July 21, 2014 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.