Heineken turned the lights off for an ad in Brazil to plug a renewable energy initiative. 

The 45-second ad from Publicis Brazil uses no light and is all black for 30 seconds, an energy saving move to promote the brand’s broader Green Energy Project in Brazil. It aired on 33 million TVs during Brazilian prime time.

According to the brand, the amount of energy the ad saved was enough to power a city with 57,000 residents. 

The brand’s energy saving work includes switching to renewable energy for its brewing along with partnerships with renewable energy companies to provide green energy to 208 million consumers. The program already provides this energy program to bars and restaurants.

So far, the energy distribution project includes residents in Minas Gerais, Goiás, Paraná, Santa Catarina, Rio Grande do Sul, Distrito Federal and São Paulo. Residents of other states can join the program from the second half of 2022 to the first half of 2023.