# Social Experiment Alcohol Ads
'Project Open-Minded' by Somersby Cider Tactically Gets Men Dancing

By Jen Chae | Published 2013-05-16 | Updated 2013-08-27 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/project-openminded-by-somersby
References: [youtu.be](http://youtu.be/yjzB9A40We4) & [facebook](https://www.facebook.com/Somersby?fref=ts)

'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.