There's some science to back up Heineken's ad campaign.
You won't find parties, loud music, or scantily-clothed women in Heineken's 2017 ad campaign.
Instead, the beer company went in a wonderfully different direction.
The company's #OpenYourWorld campaign is the exact opposite of what we've come to expect from decades of beer ads. The premise of the ad is simple: get two people who disagree with each other on a particular issue, place them in a room together, and let them talk it out over a beer.