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bottle royale

A Heineken ad set a new bar in the Great Corporate Woke War.

Earlier this month, Pepsi released (and then almost immediately withdrew) an ad co-opting protest imagery with truly impressive tone-deafness.

Last week, a different bottled beverage threw its hat into the Woke Ring to somewhat more success. Heineken, rather than attach a protest sign to a Kardashian, decided to imagine how deep-seated social divides — such as that between a climate change denier and a supporter of science, for instance — could be bridged:

That’s a well-executed piece of media with an unassailable message: People with ideological differences should sit down and talk, and engage each other in challenging the perceptions behind said differences.

Skilled advertisers, like pick-up artists, have a highly-developed sense for the precise sensitivity and location of their audience’s emotional vulnerabilities. Judging by this commercial’s thunderously positive reception, the beer-consuming public is feeling some shame over the lack of nuanced discourse.

Appealing to that guilt is a smart move for a multibillion-dollar company whose existence relies on lots of people, regardless of their politics, buying its product.

If we have to live in a hellscape in which brands create emotionally exploitative media and, in doing so, drive cultural conversation, then fine — very good ad. 10/10 ad.