'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.
Social Experiment Alcohol Ads
'Project Open-Minded' by Somersby Cider Tactically Gets Men Dancing
Trend Themes
1. Encouraging Male Dancers - Opportunities for innovative marketing campaigns that challenge gender norms and promote male dancing at parties.
2. Unconventional Brand Ambassadors - Potential for using unexpected individuals or professionals in advertising campaigns to capture attention and inspire action.
3. Social Experiment Advertising - Innovative approaches to advertising that involve real-life social experiments to create engaging and relatable content.
Industry Implications
1. Alcohol - Opportunities for alcohol brands to break stereotypes and encourage new consumer behaviors through creative marketing campaigns.
2. Advertising - Potential for advertising agencies to offer unique and unconventional methods for capturing audience attention and generating brand buzz.
3. Event Planning - Opportunities for event planners to create interactive experiences that challenge social norms and encourage participation.