Ad of the Day: Heineken Gets Holiday Revelers to Sing Karaoke for 30,000 Strangers

Depending on your views (or ability to carry a tune), karaoke can be a fun way to let loose among friends or a guaranteed path to total embarrassment. This year, in the name of holiday cheer, Heineken helped realize the very worst fears of those in the latter group. Working with Wieden + Kennedy in New York, the brand invited a bunch of people—presumably plied with promises of unlimited Heineken—to participate in a delightful holiday evening of "Carol Karaoke." But unbeknownst to these poor schmucks, Heineken's henchmen have hidden a TV studio behind a curtain in preparation to broadcast the performances live in Times Square, on taxi screens around New York and on the Jumbotron at the Verizon Center in Washington, D.C. After a few rounds of "Rudolph the Red Nosed Reindeer" and "Jingle Bells," Heineken reveals the ruse, and gives the karaoke-ers a choice: ditch the mic, or continue singing the carol … for 30,000 strangers. These people were already naive enough to have agreed to "Carol Karaoke" (seriously, who does that? You go to karaoke bars to sing "Baby Got Back," not "Little Drummer Boy"), so it's not much of a surprise that a good number of them are more than willing to share their vocal talents with thousands of people. Equally unsurprising is that none of them are very good singers. (Although mic drop guy is admittedly pretty awesome.) At least the Wizards fans appear to have gotten some mild amusement from the whole thing. But you know what? It's not about talent. It's about the holiday spirit! (And also marketing stunts.) Because as a wise elf once said, "The best way to spread Christmas cheer is singing loud for all to hear." CREDITS Client: Heineken Project: Carol Karaoke Agency: Wieden + Kennedy, New York Executive Creative Directors: Ian Reichenthal and Scott Vitrone Creative Directors: Erik Norin & Eric Steele Copywriter: Will Binder Art Director: Jared White Producer: Orlee Tatarka Executive Producer: Nick Setounski Head of Content Production: Lora Schulson Account Team: Patrick Cahill, Samantha Wagner, Kristen Herrington Business Affairs: Lisa Quintela Production Company: M ss ng P eces Director: Josh Nussbaum Executive Producer/COO: Ari Kuschnir Executive Producer: Kate Oppenheim Executive Producer: Dave Saltzman Line Producer: Tory Lenosky Director of Photography: Adam Jandrup Editorial Company: Joint Editorial Editor: Kelly Brickner Post Producer: Michelle Carman Post Executive Producer: Michelle Carman Editorial Assistants: Jess Baclesse / Stephen Nelson / Kadie Migliarese VFX Company: Joint VFX Lead Flame: Yui Uchida Telecine Company: Company 3 Colorist: Tom Poole Mix Company: Plush NYC Mixer: Rob Fielack

Brand Marketing

Ad of the Day: Heineken Gets Holiday Revelers to Sing Karaoke for 30,000 Strangers

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Emma Bazilian

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Emma Bazilian