Heineken "Now you can" by Publicis Italy

Heineken's first TV campaign for its alcohol-free brew, Heineken 0.0, delivers a warning that going sober is not a guaranteed way to avoid looking stupid.

A trio of ads feature people drinking the product in situations where beer wouldn't typically be found: at the gym, in a work meeting, and while driving. After being met by increduluous stares, each protagonist points smugly to the label on their bottle – only to realise they've made a twerp of themselves in an unrelated way.


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