Humorous new beer ad shows workers how to find work-life balance

By our News Team | 2022

Heineken suggests stressed-out employees use a near-magical bottle opener to immediately shut down all work apps and work-related devices.

Are you working too hard – laptop always on and career-crazed colleagues scheduling meetings at all hours? Global beer brand Heineken has just unveiled a new advertising campaign that humorously seeks to address the problem of work-life balance.

The new international campaign is called ‘The Closer’ and, along with creative communications partner Publicis Worldwide, Heineken is suggesting that stressed-out employees use a near-magical bottle opener that will immediately shut down all work apps and work-related devices whenever it is used to open a bottle of beer (Heineken, of course…).

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Photo courtesy of Heineken

As many African marketers will be aware, an ‘always-on’ work culture has become even more common due to the pandemic, with the online work-from-home approach seeming to further blur the lines between career and family life.

“As a brand, we have always stood for creating moments with others,” explained Bram Westenbrink, Global Head of the Heineken Brand.

Serious issue needs a not-so-serious solution 

“Smart working blurred the line of when we should work and when we should disconnect … It’s a serious issue. One that needs a not-so-serious solution to remind us that switching off can be easier than we think.”

He adds: “If a bottle opener can log off from work, you can too!”

Observes Bruno Bertelli, the global Chief Creative Officer of Publicis Worldwide: “As people continue to feel like they have to work all the time, they’re forgetting that disconnecting is even an option.

“That’s why we created ‘The Closer’. It’s not just technology; it’s a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again.”

Concludes Westenbrink: “Maybe [the ad] won’t save the world from overworking, but it’s a good reminder to power down and enjoy time with friends and family.”

You can watch the new Heineken ad here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.