'Project Open-Minded' by Somersby Cider Tactically Gets Men Dancing

By: Jen Chae - Published: Aug 27, 2013 • References: facebook &
'Project Open-Minded' by Somersby Cider is encouraging men to unleash their inner dancers after finding out that 52% of men between ages 18 to 35 don’t dance at parties. The video displays a very unusual way to get men dancing at a party.

The campaign video features an experienced window cleaner of over 10 years. His name is Jurgen, who says he doesn't dance because he’s a man. However, the window cleaner, when placed in a party setting with music, swiftly wipes glass to the rhythm of the music. This catches attention and causes people to follow Jurgen’s moves: the crowd has loosened up.

Somersby wants people getting out of their comfort zones and enjoy the summer—while drinking Sumersby Cider, of course. Stats for Social Experiment Alcohol Ads Trending: Older & Mild
Research: 766 clicks in 142 w
Interest: > 3 minutes
Concept: Project Openminded By Somersby
Related: 65 examples / 50 photos
Segment: Neutral, 12-55
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