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

Singing Ladies and Millennial Research Drive New Global Responsible Drinking Ad

Published On
Jan 11, 2016

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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.