The reaction online to the ad, at least among my left-leaning friends, has been very positive — far more than the reaction to Pepsi’s appropriative Kendall Jennings ad. People resonate with the Heineken ad and the message of unity, and the ad will probably sell some imported beer.
But what Heineken is selling isn’t beer. It’s teamwork and cooperation.
The pairs of participants are given a set of instructions that start with “Put together some Ikea furniture.” A basic, if possibly frustrating, teamwork exercise in which they are forced to cooperate to successfully build something. Next, they’re given space to sit and get to know each other in an icebreaker format. The questions aren’t political. They’re positive things like, “What do we have in common?” and “Describe yourself in five words.”
Those of us who have run any kind of training exercise are familiar with both of these exercises. The first is a fairly intense team-building exercise. The second is a get-to-know-you networking moment, which is designed to build rapport with strangers — useful in team building as well as sales training.
They then have another build exercise: this time adding a bar top to the table and chairs they’ve built, and then finding a frosty Heineken hidden nearby. (As a side note: I hope that the second iteration of building is easier and faster than the first!)
Finally, after building all this rapport, the participants are shown videos wherein they describe their deeply held political beliefs, and they are invited to either walk away or sit down and talk it out over a beer.
Since this is a beer commercial, and Heineken isn’t airing the participants who didn’t sit down for a beer, we then see the participants do exactly that and come to some understanding of each other. As professional team builders, I am sure we’re familiar with the importance of creating rapport and doing cooperative exercises to build teams.
Assuming that they didn’t script everything, I’d be interested to know how many “failed pairs” Heineken had when they were filming. My guess is, with two team exercises and an icebreaker, not many.