A new campaign by Peruvian beer Pilsen Callao turns admitting to sexist behavior into a drinking game—and that includes owning up to the fact that its own advertising has been sexist in the past.
The spot shows people (men and women) taking swigs of the beer in a game of "Never have I ever" as they admit to various acts of sexism. It starts off with examples like thinking that women "suck at table soccer" or that men should pay the check at dinner. It then escalates to the more serious, such as judging someone by their sexual orientation, taking advantage of a women on a date or sharing private photos of women.
The most stunning moment, however, is a scene of ad execs around a table working on a campaign for Pilsen. As the V.O. reads, "Never have I ever made sexist advertising," the entire group, men and women, lift their bottles to their lips.
The campaign was created by Fahrenheit DDB in Lima, and directed by Antonio Sarria, Miqy de la Barra, Pedro Zamalloa via Sangre.
It's not the first push, however, in which a brew brand owns up to its sexism. Previously, ABInbev brand Skol tapped women to remake its sexist posters of the past, and then Budweiser followed suit in an International Women's Day push.