During the Milan Design Week 2014 Heineken invited people to play The SUB, its latest draught machine. To show how a design living room can become more playful, visitors were able to turn it into a huge pinball.
Everyone has a favourite bar, the sort of place where the barman knows your name and favourite tipple. It might look like a dump at first glance, but with a cold pint in your hand it becomes the coolest place in town.
Heineken has had a string of ads focusing on the coolest men in town. The Entrance saw a kung-fu fighting, quick-drawing flute player get the party going, while a super-smooth ladies man melted hearts in The Date. However, the lager brand’s latest offering doesn’t focus on a hero, instead it focuses on a bar.
Three very well-dressed men arrive at a rough-looking dive bar. Two of the friends look unconvinced by the grubby shack, but the third strides confidently to the bar and orders up a round of Heineken. Things instantly start to improve.
The barman starts to pour the drinks and pulls a lever hidden under the bar. The filthy walls give way to a stunning fish tank, the barman swaps his flannel shirt for a crisp tuxedo and the piano player is whisked away to make room for a live soul band.
As the final pint is pulled, the walls fold away to reveal a dance floor packed with beautiful women. The friends sip their Heinekens and admire their refurbished surroundings.
Put together by TBWA, the ad has won over 137,000 views since is was launched a week ago. The super-slick ad has garnered over 4,300 shares, becoming popular on Twitter.