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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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