As the World’s Bars Reopen, Heineken’s Ad About Social Distancing Is 100% Relatable

LONDON—If you live in a region that’s made it through the worst of the Covid-19 pandemic and you’ve been brave enough to venture back into a bar, you’ll know that it’s a bit of an unusual experience: hand sanitizer everywhere, people wearing masks, black and yellow tape marking where you can and cannot stand to maintain social distancing.

And while getting back to nightlife might help lives feel a bit more “normal,” there’s no denying it’s a type of new normal–one that is both familiar and alien as we adjust to living with the coronavirus.

Heineken perfectly captures that sense of joy and awkwardness in its latest campaign by Publicis Italy.

It features customers wearing masks, straining to social distance on the way to the loos and forgoing a high five in favor of elbow bumping.

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