skip to main content

The Right Way to Make a Powerful Statement in an Ad

Updated / Friday, 28 Apr 2017 08:50
The Right Way to Make a Political Statement in an Ad
The Right Way to Make a Political Statement in an Ad

After Pepsi's latest campaign failed massively another company has stepped in to show how it's done... 

To find a marketing strategy that really suits a company seems to be a prickly affair. Apparently, it gets even more difficult when the marketing team points to a social or political issue.

We all saw Pepsi fail miserably earlier this month when they combined a beautiful young model, a bunch of diverse people, some great camera shots, and a cool song. The message of the campaign, if there even was a real message, was lost before the actors could take their first sip.

Now, another beverage producer is raising its hand. But this time the reaction on social media seems to be solely positive.

Heineken launched their campaign 'Worlds Apart' with the hashtag #OpenYourWorld.

The commercial points towards the possibility of overcoming fundamental differences and promoting tolerance through a simple, but incredibly powerful social experiment.

The campaign focuses on three topics that still continue to stimulate heated discussions within today's society - feminism, climate change and transgender people. 

For each topic, two people with dramatically opposed views would meet and go through four stages of an experiment.

  1. First is "The Ice Breaker" - the pair receive instructions on how to build something.
  2. Second is a "Q & A" containing very personal questions and surprisingly honest answers.
  3. Step three is called "Bridge Building". The pair continue where they left off before the Q & A and return to constructing their mystery object.
  4. The fourth and final step is "The Decision".

In the end, the two strangers have built themselves a bar, two stools and are gifted with two drinks. Then they are shown videos of each other in which they shared their position on the specific topic that divides them.

So, after hours of working together to build and create a room, do the couple walk away from each other or do they sit down and talk their differences out? Watch below to find out.

Why did this campaign work so much better than Pepsi's?

1. Real people
An ad campaign should be targeted towards a specific audience. Those creating the campaign should know exactly what that audience wants and how to evoke emotion from them.

An easy way to relate to your audience is to use peppy music and a well-known celebrity but if that music and that celebrity clash with the message, you're in trouble.

In this case, the campaign was addressing real societal issues and those clever marketing execs knew that such an issue would be more appropriately handled by real people - people that are affected by the issues they are discussing. 

2. Wording
Using words has become a rare act in today's commercials. Most of the time it's all about conveying a high energy emotion such as excitement or shock. Music and flashy images are terrific instruments in that department but again, it comes down to your topic.

If you want to talk about social issues - use words! 

These topics need discussion but there wasn't a single word spoken in Pepsi's latest commercial. All we got was a motto at the end telling us to "live bolder", "live louder" and to "live for now" - ripped out of context, ripped out of meaning.

3. Emotional
This campaign of the Dutch brewing company isn't about super hip, stunningly beautiful people partying together. It's about ordinary people that share a moment of intimacy. Therefore it touches the core of humanity itself.

Individuals all over the world can relate to a person overcoming the insecurities or anxieties to open up to a stranger and the fear of being rejected for just being the way you are.

This ad demonstrates that people will usually make an effort to get along, even when divided by their beliefs when we sit in front of each other. 

4. Message
A great campaign needs a clear message. Let's see what other companies did... 

Always' message is about language. If you use the phrase "like a girl" as an insult, it will effect how girls think about themselves. 

Dove's message is all about being kinder to yourself. Beauty comes in all different kinds of shapes and sizes and that should be embraced. 

Heineken's message is that our beliefs don't necessarily have to divide us. We can decide to stay. We can decide to discuss. We can all be a little more tolerant and open. 

5. Product
When done well, an advertisement will tell a story without pushing the product to forcefully at the viewer. A campaign will get people talking and the brand will become synonymous with the topic or feeling that the ad evoked.

If it's done right, people will remember the brand without having had the logo mentioned or shown from start to finish.

So that's it Pepsi. Take notes.

Always drink responsibly

More stories on

Read Next