Having debuted its new Heineken Silver variant with a spoof metaverse launch, now Heineken is promoting the brand to Gen Z with a playful campaign that again extols the benefits of real life over digital connections.

The brand has launched a series of ads that are running across Europe, all on the theme of "Instagram vs Reality." In each ad, we start with a scene that looks like typical Instagram fodder-- a man snorkeling, a woman in an infinity pool, a glamorous bar -- only for it to be revealed that the scene is fake and they are just having fun, hanging out with their friends. The 20 second ads, airing on TV and digital, were directed by the Perlorian Brothers via Hobby Film.

The campaign also includes a fun digital outdoor installation in London's Piccadilly Circus, in which digital avatars appear to break the fourth wall of the billboard by grabbing a beer. Framestore worked on the avatars and effects.

"Launching the first virtual beer was an ironic take on food and drink brands launching in the metaverse," said Bram Westenbrink, global Heineken brand director, in a statement. "Today, we are taking the campaign to the next level through digital, TV and out-of-home content across Europe – challenging stereotypes in beer advertising.”

Heineken Silver, which has been available in Europe since April 7, has been specially formulated to appeal to Gen Z, with 4% ABV and offering a "lighter" drinking profile." Willem van Waesberghe, Heineken's global craft and master brewer, described it in a statement as a "delightfully refreshing, less bitter and easy-to-drink lager that will appeal to a new generation of beer drinkers and a broader range of taste palates."