Singapore – Whether navigating a hybrid, virtual, or purely physical work set-up, attaining work-life balance will always be a challenge for employees. This is why beer brand Heineken, which can be considered a mainstay in workers’ happy hours, has launched a simple but true-to-point ad about the struggle of employees to be ‘present’ in their social lives.
In collaboration with advertising agency Le Pub APAC, the beer brand’s 48-second clip titled ‘The Ghosted Bar’ shows a group of friends having a fun time at a bar. Shortly after, paranormal activities take place where glasses of beer move on their own as well as a chair – with no person on it – sliding from one place to another. Towards the end, it is revealed that the movements are indeed manoeuvres of their friend who is currently stuck at the office but is still present in spirit – as a ghost – amongst them.
And as if the brief narrative couldn’t get more exciting, it is graced by Heineken ambassador, Korean actor Park Hyung Sik. In the end, the beer brand reminds to don’t ghost your friends and to work responsibly.
Prior to releasing the ad, Park Hyung Sik shared an Instagram video of the said spooky encounters which served as a teaser for the said campaign. It seemed to have piqued fans’ curiosity with it garnering more than 4 million views in 24 hours.
Bram Westenbrink, global head at Heineken Brand, said that Heineken has always encouraged socialisation and healthy human connections where workers have a balanced social and leisure time.
“We’re thrilled to bring this platform to Singapore and Malaysia as a reminder to leave your duties on time and not let your social life fall behind,” Westenbrink added.
Bruno Bertelli, global CEO of Le Pub, added, “Heineken’s Ghosted Bar campaign reminds us to leave the office after an honest day at work to live your social life at its fullest. This is what #WorkResponsibly is all about.”
Park Hyung Sik also expressed his thoughts, saying that employees must enjoy social life and not let work impede their leisure time.
“Through this meaningful project by Heineken, we want to encourage employees to start working responsibly,” said the Korean actor.
‘The Ghosted Bar’ is, in fact, partially attributed to findings by a YouGov study which revealed that almost half of the employees in Singapore and Malaysia are guilty of ‘ghosting’ their friends.
This latest campaign by the brand is the third ad released under its #WorkResponsibly campaign. It follows the launch of The Closer and The Office Cleaners which were both unveiled in 2022.
