The buzz: Heineken promotes moderate drinkers

Heineken is going after moderate drinkers in a new ad by Publicis Italy.

The buzz: Heineken promotes moderate drinkers

In the spot, glamorous women step over drunk men while singing I Need A Hero. The ad has been pilloried for being sexist but also commended for trying to combat problem-drinking.

Great blatantly sexist commercial #heineken because EVERY woman is looking for a hero 
@AlexNYR20

Well done @Heineken .. I appreciate that moderate drinkers ad 
@JRatch_3

If this Heineken ad is to be believed, straight women have defined Hero down for men to "Doesn’t get blackout drunk"
@AmyZiegfeld

Heineken’s moderate drinkers wanted commercials are so bizarre.
@schmevsie

Kinda loving the new #moderate commercial campaign @Heineken
@jesseleesoffer

That new "hero" Heineken ad really has it wrong - women are their own heroes #misappropriation
@Lisa_Iannucci

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