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12 January 2022

Raise a glass to teetotalers

by Jason Stone


Heineken: “Cheers with No Alcohol” - 60s

It still isn't easy being a teetotaller. There are so many social occasions built around the drinking of alcohol, and many of them don't properly cater for those who don't drink. And that's nothing compared with the suspicion often cast towards those who are "not joining in".

Come January, a lot of regular drinkers join Team Teetotal temporarily for Dry January, but that doesn't mean courtesy or empathy will be extended to non-drinkers for the other eleven months of the year.

Heineken want to bring an end to this social exclusion by persuading drinkers to let their nonconformist brethren raise their glasses in a traditional salute of 'cheers' whenever they are gathered together, and they've opted to illustrate this idea with this really fun commercial out of Italy which depicts five different scenes from history where someone who is not drinking is made to feel excluded from the group.

It's topped and tailed with two very different modern scenes, one reflecting the ongoing opprobrium aimed at teetotallers, and the other reflecting the revolutionary change that Heineken are proposing.

The only quibble we have with this otherwise generous idea is to ask whether the ad is saying that it's only possible for a non-drinker to be accepted in a drinking setting if his or her bottle is a facsimile of those held by everyone else?


CCO: Cristiana Boccassini ♀
Film Production: Hobby Film Ⓦ
Director: Rodrigo Saavedra Ⓟ Ⓦ / Veronica von Hünefeld ♀
Prod Company's Agent: Lemonade Reps Ⓟ Ⓦ
Music: Superstition - Stevie Wonder (cover)

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.