You can hardly blame people for not wanting to participate in Heineken’s latest “social experiment” for the brand’s “Routine Interruptions” campaign.
The spot, by W+K New York, sees Fred Armisen anonymously call a payphone and ask whoever picks up to come across the street. Of the thousands called, only five obliged the request, and those who did joined Armisen onstate at The Comedy Cellar (the New York City comedy club most well known from its inclusion in FX’s Louie). It’s a strange approach, but makes a little more sense in the context of Heineken’s “Routine Interruptions” series, which attempts to pull city dwellers out of their usual routines for an adventurous night. Still, the 90 second spot doesn’t do a lot to sell Heineken, as if it weren’t for the logo at the end there would be nothing to tie it to the brand.
“We believe that it’s not just by shouting loud and clear the brand name or brand image that you are going to get consumer engagement,” Heineken USA Chief Marketing Officer Nuno Teles told AdAge. “It’s far more important to share the brand point of view and to engage the consumer through the content.”