Heineken Turns Overworked New York Office Workers Into Ads

New Yorkers were treated to Heineken’s latest marketing stunt late one night when they looked up at office buildings to find an advertisement projected next to lonely workers who were still trapped in their offices. And what better place to host the commercials than in the city that never sleeps? 

Down in Midtown Manhattan, as a late-night meeting took place in an otherwise closed building, a sign with the words “Working late? The Closer can help,” was displayed next to the workers. 

This appeared on several other buildings around the city in different variations, which will then be translated into prints for The New York Times. 

Heineken’s team was stationed across the street from the offices, where a projector was used to cast the words and turn late-night workers into PSAs about the overworked culture in New York. 

The advertisement further solidifies Heineken’s stance as the beer that saves you from working late. After last month’s introduction of ‘The Closer’, a cheeky, conceptual beer opener that automatically shuts your computer down when you crack open a cold beer, this new installment uses employees as real-life subjects for onlookers to witness the stresses of office life and maybe convince them to take a break with Heineken.

[via The Drum and Ad Age, cover image via Heineken USA]