hi DiDi. great title! and thanks for leading me to smile and causing me to write this. I enjoyed the ad, and actually shared it with my connections as I think it’s an effort that should be applauded and not vilified.
While I find many of your reactions make sense and can see how you could have them, my reaction was different. I saw some of the things you mentioned, but in the end, remembered THIS IS AN AD FOR BEER. Beer is a simple beverage. It’s been around for ages, has a cultural and societal place, and means many things to a lot of people, more of which are men, if that even matters.
While it makes sense to invest so much time into a political advertisement or statement, or perhaps even a corporate ploy to think some non-profit/NGO is behind a certain piece of legislation, this video had one objective — sell beer, and show how Heineken should, perhaps, be the beer you chose next time you buy a beer. With so much focus today on differences instead of commonalities, and knowing how even the hard headed and the rigid are still people, I enjoyed the play on that. You call out the simple message so I know you got it, and when I got it, and didn’t think too hard about it, it felt positive to me. I didn’t see it as advocating for tolerance, but instead suggesting we can look at our own intolerances. I believe there is a slight difference in perspective, and seeing the people behind their viewpoints doesn’t necessarily make them “up for debate, and deserving of civil discourse and equal consideration” but instead offers another option to learn why such opinions exist. Those who are so inflexible and unaware of their biases are the ones who will be caught up in them.
So while calling it propoganda feels a bit silly, the rest isn’t likely far off the mark. So again, thank you for providing me a forum to solidify and clarify my own thinking.